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James Madison UniversityAnnual Report

2015-2016

Table of ContentsExecutive SummaryProfessional DevelopmentCommunity ServiceSocial and Special EventsFundraisingMembershipCommunicationsAlumni RelationsChapter OperationsFinancial Statement

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Mission StatementBy utilizing core business principles, the Madison Marketing Association aims to create an educational culture that places an emphasis on leadership, networking, communication, and professionalism. As a prominent marketing organization at James Madison University, we aim to readily prepare each of our

members for the transition from undergraduate studies to a future in business.

James Madison University 1

Executive SummaryJames Madison University’s Madison Marketing Association is honored to present our 2015-2016 Annual Report to the American Marketing Association. Over the past year we have focused on building MMA’s reputation as the largest and most impactful marketing organization on campus, while continuing to develop our members professionally. Driven by our mission to holistically represent the American Marketing Association at JMU, our organization has continued to set higher standards of achievement. We have either planned or completed 99% of the events set forth in our Chapter Plan thus far. MMA has successfully surpassed previous reports by reaching 96% of the goals set forth in our Chapter Plan for these events. Below are a few highlights of our biggest achievements:

• Accomplished 96% of goals for executed events; of the goals attained, 65% exceeded expectations • Successfully implemented of 16 new initiatives across all functions • Executed 73% of planned professional development events in the fall semester alone and plan to provide 12 additional

opportunities for members to develop their professional skills in spring of 2016• Continued MMA’s Consulting Division, which allowed members to use what they’ve learned in the classroom to help 3

local businesses improve their marketing efforts• Fostered an enduring relationship with the Central VA Professional AMA Chapter by co-hosting and participating in 3

professional AMA events• Obtained 9 corporate sponsors including- Cvent, Kohl’s, Deloitte, CEB, TTi, ComScore, Enterprise, and Geico• Sponsorship revenue equates to $4,865, which has surpassed last year’s record by 17%• Fundraising revenues of $10,253 exceeded our goal for the year by 20%• Net income up 131% from MMA’s 2014-2015’s ending net income • First ever ability to fund 32 members attending the International Collegiate Conference in New Orleans, the most MMA

has taken in our 34-year lifespan• 284% increase in total membership from end of Spring 2015 to present • 100% retention rate of active members • 40% of total membership attends each MMA event or activity, a 4% increase compared to last year• Achieved an average increase in social media presence of 19.1%• Participated in 50% of all AMA sponsored collegiate competitions• Conducted 9 community service activities that allowed our members to utilize their marketing skills to benefit local and

national organizations

Our most remarkable accomplishment of the year has been the continued increase in participation and involvement of our members. As an Executive Team, we have been committed to creating a sense of community within our organization, which has proven to help our overall reputation within the College of Business. This year, we opened our weekly Executive meetings to the entire membership to enhance the transparency of our organization. Our team has been dedicated to generating a buzz about MMA, and subsequently, we have seen a 4% increase in attendees at our weekly meetings compared to last year. Thirty-seven members qualified for funding from MMA to go to the American Marketing Association’s Collegiate Conference, which is a 37% increase from last year. When we polled our members about this dramatic increase in participation, they attributed it to the expansion of our Consultancy Division, which has provided the opportunity for hands-on marketing experience, more engaging professional development events, and closer relations between the Executive Team and general body.

By striving to provide opportunities that further the success, professionalism, and marketing knowledge of our members, MMA has simultaneously fostered the prominence of our organization. We sincerely thank the AMA, our members, sponsors, and partners for their role in the continued success of our chapter. On behalf of JMU’s Madison Marketing Association, I invite you to review the achievements that we feel have contributed to the most impactful year yet for our chapter.

Sincerely,

Katharine Beveridge

President 2014-2016

Madison Marketing Association

Executive Board Members


MetricsThis metric system, relating to our “Godfathers of Business” theme, depicts whether the activity exceeded

our goals, met our goals, fell below our goals, or has yet to take place.

This activity exceeded our goals

This activity met our goals

This activity fell below our goals and can be improved

This activity has been planned, but has yet to take place or is in progress

*NEW* - This activity is a new addition and was not recorded in the Chapter Plan

Katharine BeveridgePresident

David BruceVice President

Natalie KrewinProfessional

Development

Alex GlaumSponsorship

James Malgieri

Sponsorship

Cari RossAlumni

Relations

Brenna Dolen Community

Service

Erin DooleyFundraising

Sarah JonesFundraising

Danielle BeecklerSocial &

Special Events

AmyGoffeCommunications

Drew TsitosProfessional

Development

VarunDattaConsulting

Sage Saltsman

Consulting

Billy Stevens Finance

Allison DeNoble Design

Professional Development

“SalesinLogistics”presentedbyCourtneyMorgan,NationalExpansionRecruiterforTotalQualityLogistics(TQL)–September22ndGoal: Educate at least 15 members about sales in the logistics industry Result: MMA hosted Courtney Morgan to discuss the importance of logistics and how sales plays a role at TQL with 49 members.

“BuildingYourBrand”presentedbyMattDeFeo,SeniorVPofSales,Training,andRecruitingfromTechtronicIndustries(TTi)–September23rd Goal: Educate at least 15 members on the importance of developing a personal brand to advance their careers Result: MMA hosted Matt DeFeo who spoke to 10 members on how to create an individual brand to reflect personal strengths and advertise oneself for potential career and internship opportunities.

AnnualFallMarketingWeek:September28th–October2ndGoal: Provide five opportunities for an average of 25 members to develop professionally while learning about AMA and various topics pertinent to the marketing world Result: We ensured the success of each event by advertising Marketing Week two weeks in advance. We did this by sending internal emails to members, external emails to other business organizations, and mass emails to the JMU student body. We hung promotional banners, expressed extensive details at MMA meetings, executed in-class announcements, and posted frequently on Twitter, Facebook, and Instagram. An average of 34 members attended each marketing week event.

1.“CaseStudiesandSuccessStories”presentedbyKellyLeBoeuf,DirectorofMarketingforExcelacom,Inc.–September28thGoal: Discuss the process of conducting a case study with at least 15 members Result: MMA hosted Kelly LeBoeuf and Alexis Dalton from Excelacom to speak to 21 MMA members about their insights and expertise on case studies, client stories, and big data.

2.MMA’s11thAnnualNetworkingBanquet-September29thGoal: Plan and execute a successful Networking Banquet where members can utilize their professional skills to market themselves when interacting with recruiters Result: MMA secured 18 company representatives from eight companies including Time, Inc., Deloitte, ComScore, Kohl’s, and more. We had three professional speakers attend the banquet to discuss marketing and career development topics such as how to build your personal brand. 75 attendees were able to interact with representatives through a networking session and speaker series. The banquet was actively promoted throughout the weeks leading up to the event.

3.“LeveragingLinkedIn”presentedbyDavidBruce,MMAVP,andNatalieKrewin,MMAVPofProfessionalDevelopment–September30thGoal: Enhance at least 15 members’ profiles by illustrating what companies look for on applicant’s LinkedIn page Result: MMA’s Executive Board utilized Career and Academic Planning resources to provide tips on how to create a strong LinkedIn profile. Seventeen members analyzed five LinkedIn profiles and critiqued strong and weak aspects of each.

4.“AdvertisingLife”presentedbyMelissaJackson,MediaBuyerfromMullenLoweGroup-October1stGoal: Inform at least 20 members about work life in an ad agency environmentResult: MMA hosted Melissa Jackson who discussed her path to Mullen Lowe Advertising Agency, the workings of an agency, and her experiences working in paid search and media buying with 20 students. She also discussed the culture of an advertising agency and how that can differ from the client side.

5.“OnlineOptimization”presentedbyEdGrieser,OnlineMarketingSpecialistfromLevelInteractive–October5thGoal: Inform at least 20 members and five Media, Arts, and Design (SMAD) majors about online marketing, web design, and paid search in an online advertising agency setting Result: MMA hosted Ed Grieser, online marketing specialist from Level Interactive, who discussed his experiences in optimizing online advertisements with 37 students.

“SalesinFritoLay”presentedbyMattLittleandLeeHudgins,HumanResourcesDirectorandSalesZoneDirectorofPepsiCo–October13thGoal: Educate at least 20 members about sales opportunities with PepsiCo Result: MMA hosted Matt Little and Lee Hudgins who talked to 46 members about PepsiCo. and how sales are enhanced for established brands.


OverarchingGoal: Foster knowledge about various marketing careers while informing students of the latest industry trends. We will host 20 speakers and interactive workshops presented by inspiring companies and professional experts.

OverarchingResult: In previous years, we have asked only corporate recruiters to speak on professional development topics. Speakers have emphasized the use of current tools, internships, and ideas that have helped to inform our membership about the varied Marketing career paths

within this ever-changing marketplace. MMA has hosted 13 speakers thus far and has 12 more professional workshops, events, and speakers planned for the spring 2016 semester.


“ImportanceofInvesting”presentedbyMattWilson,RegionalSalesDirectorforAT&T–October20thGoal: Teach at least 20 members the fundamentals of investingResult: MMA hosted Matt Wilson, who discussed his marketing experiences, B2B sales insight, and gave investing advice. He taught the basics of investing and the importance of saving to 42 students.

Google Event Series- November 3rd & 10th Goal: Invite at least 30 MMA members to a series of workshops and events hosted by Google Result: JMU’s Google Ambassador, Madison Fazio, led a Google Case Competition where members learned how to use Google AdWords and the Visual Display Network to create a marketing plan. Two representatives from Google also discussed opportunities within the organization and how to stand out from the crowd.

*NEW*“CareerandInternshipOpportunitiesintheBusinessSideofGoogle”presentedbyDemianCaponi,aGooglespecialistforUniversityOutreach–November10thGoal: Gain attendance of at least 20 MMA members at this event hosted by the College of BusinessResult: Educated 42 members on the history of Google and potential opportunities on the business side of the company.

ProfessionalHeadshotWorkshop–January12thGoal: Enhance JMU students’ professionalism by taking high-quality photos for use as LinkedIn profile pictures, professional twitter pictures, emails, etc.Result: We set up a photo booth at our general body meeting to provide our members with professional headshots.

VCUBrandcenterSpeaker-January19thGoal: Educate at least 20 members about VCU’s Brandcenter, application process, and their five learning tracks, which include art direction, copywriting, creative brand management, experience design, and strategy. Result: MMA partnered with the Madison American Advertising Federation to host this event. We informed 26 members about the possibilities of grad school at VCU’s Brandcenter by hosting Senior Admissions Counselor, Hawley Smyth, and two current Brandcenter students.

AnnualSpringBusinessWeek–February15th-19thGoal: Provide four opportunities for an average of 20 membersto develop professionally while learning about AMA and varioustopics pertinent to the marketing worldStrategy: MMA will ensure the success of each event byadvertising Business Week two weeks in advance throughvarious media including: internal emails to members, externalmass emails to the JMU student body, banners, extensive detailsat general body meetings and in-class announcements.

1.“InternshipInsights”presentedbyKohl’s–EventtobeexecutedonFebruary15thGoal: Provide tips and tricks for finding summer internships Strategy: MMA will host a recruiter to educate our general body on the importance of finding an internship and the potential career paths within marketing.

2.“SearchingforCareer/InternshipOpportunities”presentedbyEnterprise–EventtobeexecutedonFebruary16thGoal: Encourage at least 15 members to take advantage of spring break by

searching for job openings and internship opportunities Strategy: Educate students on how to utilize personal networks, LinkedIn, Twitter, and other online sources to secure a job or internship.

3.*NEW*“OnlineMarketing:SearchEngineOptimizationandPaidSearch”presentedbyMerkle-EventtobeexecutedonFebruary17thGoal: Teach 20 members about opportunities in Digital MarketingStrategy: We will host three Digital Marketing representatives from Merkle to talk about various jobs in online marketing. They will discuss the ins and outs of Search Engine Optimization and Paid Search, employment opportunities with Merkle, and their experiences in the Digital Marketing field.

4.*NEW*“MarketingITSolutions”presentedbyCarahsoft-EventtobeexecutedonFebruary23rdGoal: Speak to 20 members about the aspects of B2G marketing in the IT industryStrategy: MMA has invited two representatives from Carahsoft’s Marketing Department to discuss the unusual aspects of marketing as a reseller of IT solutions to the U.S. Government.

“Small-ScaleBusiness”presentedbyRoute11Chips–Eventtobeexecutedon March 1st Goal: Teach at least 20 members how a small-scale business can gain national exposure Strategy: We will have Route 11 Chips present to our members on how to start your own business from the ground up.

“BuildingYourBrandThroughDigitalEngagement”presentedbyScottRogers, Relator and Market Analyst - Event to be executed March 2ndGoal: Encourage 10 members to attend this event hosted by the Central VA professional chapter of the AMAStrategy: The Central VA AMA professional chapter has invited our members to this event, which will be held at a downtown Harrisonburg restaurant. Scott Rogers will teach attendees how to develop and execute digital engagement strategies.

“AdobeIllustratorWorkshop”presentedbyanAdobeexpert–Eventtobeexecuted on March 15th Goal: Educate at least 15 members and JMU students on the basics of Adobe Illustrator. This will better prepare members for interviews and will widen their marketing skills Strategy: MMA will introduce Adobe Illustrator by reserving a SMAD lab and inviting an Adobe expert to host an interactive workshop.

“AMA’sBenefitsafterJMU”-March22ndGoal: Persuade at least 15 members to continue their membership with AMA after they graduateStrategy: MMA will invite a representative from the Central Virginia professional AMA chapter to discuss the opportunities that the organization has provided to them in their professional lives.

“Pre-GraduationChecklist”-March29thGoal: Introduce at least 20 members to a professional’s view of the tools that students should take advantage of while attending a university Strategy: MMA will recruit a professional speaker to discuss campus tools that students can use to build their professional skills before entering the job market.

InterviewWorkshop–EventtobeexecutedonApril5thGoal: Prepare at least 20 members for interviews with potential employers Strategy: Although all interview processes are not the same, there are some generally important things to know. This workshop will teach members proper dress, what to bring, what to expect, and will offer a broad sample of


interview questions and how to answer them effectively.

“WhygotoGraduateSchool?”presentedbyJMUGraduateSchoolRepresentative-April12th Goal: Introduce at least 15 members to James Madison University’s Graduate School, while highlighting the benefits of a graduate education Strategy: MMA will host a representative from JMU’s Graduate School and a current JMU Graduate Student to talk at this event. Our members will have the chance to hear two perspectives on the importance of earning a Master’s Degree in business and how the degree benefits professionals in the long run.

“MeasuringtheBottom-LineImpactofYourMarketingStrategy”presentedbyValLarsen,JMUMarketingProfessor-EventtobeexecutedApril12thGoal: Encourage 10 members to attend this event hosted by the Central VA professional chapter of the AMAStrategy: The Central VA AMA professional chapter has invited our members to this event, which will be held at a downtown Harrisonburg restaurant. Dr. Val Larsen, professor of marketing at JMU, will help us understand which metrics tell us the most about our business performance, how these metrics can demonstrate the impact of a marketing initiative, and how we can get, interpret and use these numbers in order to make the best use of our marketing dollars.

MMA Consultancy Goal: MMA’s Consultancy division will help members to develop their marketing abilities through group projects provided by local businesses. Last year, MMA created a professional development program to inspire members to develop and practice marketing skills, creativity, and ideation. This project allows members to utilize these skills in the real world through collaborative marketing projects for local businesses. This year, we’ve expanded upon the program to create MMA Consultancy, which will build

upon last year’s fundamentals while continuing to grow. Result: MMA gained the participation of eight members for our consulting projects. We successfully established consulting as an integral part of the club’s infrastructure. MMA’s VPs of Consultancy led weekly meetings to support the marketing efforts of our three clients, Woodstock Rehab and Fitness, Dr. Pepper Snapple Group, and Virginia Department of Game and Inland Fisheries.

Our team developed a series of focus questions and conducted a focus group for Woodstock Rehab and Fitness. In addition, members of the team made a trip to the facility to learn about their operations and ensure success of the focus group.

We worked closely with JMU’s Madison American Advertising Federation (MAAF) to support the Dr. Pepper Snapple Group, who outsourced to our team to create a SWOT and competitive analysis. MAAF used the information given to them by our team to create a successful ad campaign for Dr. Pepper Snapple Group.

Lastly, we worked with the Virginia Department of Game and Inland Fisheries to create a marketing plan that highlighted ways to encourage the younger population to pick up fishing (specifically trout angling) as a hobby.

AMAIceBreaker’sCaseCompetitionGoal: Recruit eight members to participate in the AMA Ice Breaker’s Case CompetitionResult: MMA greatly exceeded this year’s participation goal for the AMA Case Competition team and succeeded in recruiting 8% more participants than last year. 14 MMA members were able to gain hands-on experience creating an IMC plan for Ice Breakers Cool Blasts, while also developing a greater understanding of marketing principles and practices.

OverarchingGoal: Provide members with the opportunity to utilize marketing techniques in 11 community service events that will make an impact on the JMU and Harrisonburg communitiesOverarchingResult: Succeeded thus far in providing nine community service opportunities which have allowed members to give back to the local and national communities by utilizing their marketing skills.

Community Service

FreshmanMove-In-August26thGoal: Recruit five MMA members to help the freshman move into their dorms. This is the first opportunity for first years to hear about our chapter Result: Due to its great success last year, MMA volunteered to help the first years move into their dorms again this fall. We had 12 members volunteer for four hours at Garber Hall welcoming families, unloading cars, creating a positive first impression of the university, and advocating the benefits of getting involved with JMU’s chapter of the AMA. We were happy to have 50% more volunteers than last year’s event.

CareerandInternshipFair-September28th&29th,February16th&17thGoal: Recruit five MMA members to volunteer at JMU’s Career Fair Result: The JMU Career and Internship Fair is a great place for new MMA members to start networking with potential employers. Eight MMA members served as employer greeters and escorts, student check-in assistants, and the breakdown crew. Additionally, our Executive Team utilized this opportunity to market our organization to potential sponsors in an effort to establish future partnerships between MMA and employers that recruit at JMU.

RMHHospicePhone-a-Thon-October1stGoal: Allow six MMA members to develop their professional selling skills by cold-calling potential donors. All proceeds will go to the hospice program at Rockingham Memorial Hospital Result: Internal marketing was used to inform members of this opportunity and point incentives were given for each hour volunteered. This was a great way for our members to utilize their marketing-specific skills to support the Harrisonburg community. MMA represented 12 out of 60 JMU volunteers that made a total of 1,500 calls to donors in one night.

*NEW*COBTrashSort:October16thGoal: Take part in the 1st Annual JMU College of Business Trash Sort to raise awareness about the large amount of recyclables that are placed in non-recycle trash binsResult: Five MMA members volunteered with other business students and faculty to sort through three days worth of trash. We learned about recycling while networking with other business students. MMA hopes to take part in this event for years to come.


Senior Living Bingo - November 11th Goal: Recruit 10 MMA members to play bingo with the seniors at Emeritus Retirement Community Result: MMA partnered with two JMU organizations to play bingo with the residents of Brookdale Senior Living Home in Harrisonburg. It was a great way to network with other clubs while volunteering in the community. 12 MMA members participated in this service activity.

ChristmasCardstotheTroops-December1stGoal: Create 30 cards to be sent out to U.S. troops via the American Red Cross’ Holiday Mail for Heroes Campaign Result: A total of 45 letters were written and decorated by members during our weekly December meetings. MMA members were able to utilize their creative skills to help make the holidays a little brighter for our military.

UsedBookCollectionforBooksforAmerica-December14th-18thGoal: Collect at least 100 used textbooks to donate to Books for America Result: Unfortunately, MMA was unable to obtain permission from the JMU Bookstore to leave a box where students can donate used textbooks. We hope to begin the approval process earlier next fall and execute this event in December of 2016.

Blood Drive - January 25th & 26thGoal: Recruit 30 donors Result: MMA partnered with business fraternity Delta Sigma Pi to host a blood drive. Our members promoted this event through table tent flyers, sign-up booths, posters, and announcements on TV displays around campus. In total, we had 27 volunteers work the event and 34 blood donors, an impressive turnout given the weekend snow storm.

*NEW*LetterstoIncomingJMUMarketingMajors-January26thGoal: Send 50 letters to incoming JMU Marketing Majors to welcome them into the school’s College of BusinessResult: MMA members collectively wrote 100 letters to incoming freshman, congratulating them on their acceptance and encouraging them to join the Marketing Department at JMU.

*NEW*JMU’sMadiThon-February20thGoal: Recruit five members to participate in JMU’s 3rd annual Dance Marathon supporting Children’s Miracle Network HospitalsStrategy: MMA will sponsor a team to participate in this growing JMU community service event.

OurCommunityPlace-February21stGoal: Recruit 10 MMA volunteers to work at the local soup kitchen Strategy: Our Community Place (OCP) is a community center where those in need can enjoy access to computers, a washer and dryer, and connections to resources in the community. MMA will recruit volunteers to participate in a fundraising event called Second Saturday Night Out where OCP is transformed to a fine dining restaurant. Volunteers will be asked to help with the serving of meals and kitchen cleanup.

ArboretumPlantSale-EventtobeexecutedonApril5thGoal: Recruit at least seven MMA members to volunteer at JMU’s Arboretum Plant Sale Strategy: The arboretum groundskeeping staff is in need of assistance with the setup and teardown for their spring plant sale. In addition to working the event, MMA will help them to promote the sale by printing flyers and distributing them around campus. We will utilize our internal and external communications outlets to inform members and JMU students about the sale.

TheBigEvent-EventtobeexecutedonApril9thGoal: Recruit eight MMA members to volunteer at JMU’s Big Event, a day where each organization on campus devotes their time to helping the JMU and Harrisonburg communities. Strategy: We will use internal communications to inform MMA members about the event. This is not only a great way to help the community, it is also an opportunity for MMA to represent our chapter and network with members of other JMU clubs.

SHHThriftShopMarketing-EventtobeexecutedonApril13thGoal: Recruit at least 20 MMA members to help the Students Helping Honduras (SHH) club advertise their annual thrift shop. The SHH annual thrift shop gathers used clothing from JMU students and resells it to raise money to build schools in Honduras. Strategy: We will help spread the word about this event through Facebook, Twitter, and Instagram. Members will be rewarded with points based on how many times they post about the event. This is a great way to get involved in a helping the education system in Honduras while also assisting another club with their marketing efforts.

*NEW*RelayforLife-April15thGoal: Recruit a team of 10 members to raise a minimum of $500Strategy: MMA will organize a team for James Madison University’s Relay for Life to help raise money and awareness for cancer prevention and research. We plan to create a team of 10 members and organize fundraising efforts via online mediums. Currently, JMU’s Relay for Life has 162 teams that have raised $72,276.96 to support cancer research.

Social and Special EventsOverarchingGoal:Enhance the participation of existing and potential members by organizing meaningful and enjoyable activities throughout the academic yearOverarchingResult: We have accomplished 50% of our overall social goal by providing six social events thus far.


Fall2015

AnnualWelcomeBackCookout-September18thGoal: Greet new and existing MMA members in a relaxed and welcoming setting to jump start the semesterResult: 10 existing members and 30 potential members attended the event. This social was held on a Friday afternoon in a prime on-campus location to attract both new and potential MMA members. Music was played while the MMA community enjoyed hamburgers, hot dogs, chips, desserts, and sodas. Frisbee, cornhole, and volleyball were also enjoyed by all. This was a great event for everyone to reunite after the summer break and also get to know unfamiliar faces.

Kline’sIceCreamSocial-October13thGoal: Provide members with an opportunity to take a break from studying to visit a trademark Harrisonburg dairy parlor Result: 20 students attended this social, which was a fun outing where MMA members were able to chat over homemade ice cream. Attendees were able to take a study break on a Thursday night in a positive atmosphere after a long week.

ProceedsNights-October20th&February16thGoal: Invite MMA members to eat dinner together at a local restaurant while simultaneously fundraising for the chapter Result: 15 members attended this social to support MMA’s fundraising efforts. Not only did attendees strengthen their personal connections at this event, they also helped to raise $50 for the Madison Marketing Association.

HalloweenCostumeSocial-October30thGoal: Host a fun-filled costume social in the spirit of Halloween Result: MMA had 60 members attend, which was an attendance increase of 15 members compared to last year’s Halloween social. Costumes and Halloween games were enjoyed by all.

Trivia Night - November 10thGoal: Visit a downtown Harrisonburg restaurant to participate in one of their weekly trivia nights Result: MMA members met at the local Buffalo Wild Wings to compete in trivia night against many other teams. Although we did not win, the 10 members who attended had a great time.

HolidaySocial-December8thGoal: Partner with a professional AMA chapter to host an end-of-the-year

social where members will dress in ugly christmas sweaters and enjoy holiday cookiesResult: The Central Virginia chapter of the AMA chapter sponsored this Annual Tacky Sweater social at Capital Ale House in Harrisonburg. MMA members were able to network with seasoned careerists outside of JMU’s campus and gain valuable insight on career opportunities in marketing. They also enjoyed food and drinks, comedians, and voted on their favorite tacky sweater! Attendance for the event was 20 MMA members, nearly 50% more than our last social with this professional AMA chapter.

Spring2016

MMA“SpeedDating”-EventtobeexecutedonFebruary28thGoal: Encourage friendships between members by providing a set of unique questions for them to answer in five minute “date” rotations

“MMARockstheNight”-EventtobeexecutedonMarch1stGoal: Make MMA’s “Mark on Madison” by painting our chapter’s logo on the infamous JMU rock

“MinutetoWinit”-EventtobeexecutedonMarch8thGoal: Game show inspired social where members will play a series of short games against each other

St.Maddy’sDayCelebration-EventtobeexecutedonMarch15thGoal: Have dinner at a restaurant in downtown Harrisonburg to celebrate both St. Patrick’s and James Madison Day

Funky’sSkateNight-EventtobeexecutedonApril5thGoal: Event at the local roller skating rink to provide a fun place for members to bond

SunsetPicnic-EventtobeexecutedonApril19thGoal: Final event to socialize one last time before the school year ends

FundraisingOverarchingGoal: Create opportunities for MMA members to build their sales and marketing experience through diverse fundraisers, with a goal to raise at least $8,550. These efforts will help support the activities of our chapter and ultimately sponsor members’ trips to the AMA International Conference.OverarchingResult: MMA succeeded in providing a variety of opportunities for members to gain hands-on sales and marketing experience. In the process, our chapter raised $10,253. We are extremely proud to say that our goal was exceeded by 20%.

11thAnnualNetworkingBanquet-September29thGoal: Raise $2200 Result: We realized $6,105 in profit and obtained 75 attendees. By demonstrating the benefit of sponsoring MMA’s Networking Banquet when marketing to companies and local businesses, and by encouraging student participation, MMA was able to exceed our fundraising goal by 178%.

a.AttainSponsorsforBanquetGoal: Raise $1,500 in sponsorships Result: Our chapter raised $4,865 via the sale of Networking Banquet sponsorship packages. MMA members had the opportunity to build their professional skills by creating and distributing a sales script to pitch to various companies in the JMU network. We effectively demonstrated our value proposition in exchange for various marketing, advertising, and networking opportunities.

b.TicketSalesforBanquet-September22nd-29th Goal: Raise $900 Result: MMA Executive members sold tickets for our 11th Annual Networking Banquet priced at $15 each, resulting in $1,125 of profit for our organization. We reached our maximum capacity of 75 students by targeting the JMU population as a whole. We advertised the event extensively through banners, posters, announcements at meetings, and sales booths in academic buildings. As a result, our 2015 banquet had the largest turnout to date- 15 more students than the 2014 Networking Banquet.

c.RafflePrizesGoal: Raise $100 Result: To further incentivize attendance to the banquet, we gave away several sponsored raffle prizes to students attending the event and raised $115 in ticket sales. Our sponsorship team utilized their persuasive marketing skills to approach businesses in Harrisonburg to ask them to donate merchandise, gift cards, and services to be raffled off at the Networking Banquet. $1,000 worth of prizes were donated to the event.

Yankee Candle - November 1st - December 1st Goal: Raise $500 Result: The Yankee Candle fundraiser produced 44% higher sales than anticipated this year. These sales were attained in a mere two months by launching a campaign selling products online and through the Yankee Candle catalog. This no-risk, commissioned fundraiser that encouraged our members to utilize their direct sales skills to raise funds for MMA by selling to friends, family, professors, and acquaintances. We surpassed our $500 goal by achieving a total of $721 in sales.

*NEW*ProceedsNights-November5th&February16thGoal: Raise $50 as a percentage of total salesResult: MMA made a profit of $50 by hosting a proceeds night at the local Quaker Steak and Lube restaurant. This profit was attained in one night by using direct marketing techniques including social media and email to raise awareness a week in advance. We will host another proceeds night at Jalapeno’s Grill in the spring semester.

PopcornFundraiser-November20th-December20thGoal: $500 Result: Members sold a total of $200 of popcorn this semester. The

fundraiser ran for one month and members were given catalogs to make sales, which encouraged the use of direct selling skills in a face-to-face setting. The goal was not attained because the length of time of the fundraiser was shorter than expected.

AthleticConcessions-November17thGoal: Raise $300 as a percentage of total sales Result: Eight MMA members sold concessions during a home basketball game. Our volunteers were split up into three groups which each managed their own concession kiosk. Members were able to utilize their sales capabilities to successfully attain our goal of $3,000 worth of concessions sold. We received a 10% commission, resulting in $300 of profit for MMA.

FallMerchandiseSales-November30th-December4thGoal: Profit $600 in efforts to design unique winter merchandise for the students of the College of BusinessResult: College of Business branded sweatshirts and t-shirts were sold to 66 individuals to produce a profit of $877, 46% more than expected. We gained approval from the College of Business to use their new logo on the merchandise and sold it for one week in Zane Showker Hall. Sales were promoted through social media and word-of-mouth. MMA plans to have a second merchandise sale in early April, using leftover merchandise that we purchased in the fall semester.

CollegeofBusinessFunding-November20thGoal: Secure $1,000 in JMU College of Business funding Result: MMA demonstrated organizational merit and ultimately fiscal need in order to receive $2,000 in financial support from the JMU College of Business, 100% more than anticipated. The aid that we received will help fund members’ attendance to the AMA International Collegiate Conference.

BrandAmbassadorProgram-EventtobeexecutedonMarch28th Goal: Raise $500 Strategy: We will work with Atlas Student Ambassadors and their clients to fundraise for MMA. Members will have the opportunity to use personal selling and marketing techniques to drive traffic to various company booths on campus.

BasketballStadiumClean-Up-EventtobeexecutedonApril4th Goal: Raise $250 Strategy: MMA will participate in a stadium clean-up after a basketball game this season. We will recruit the required number of members to participate in this fundraising effort.

ConvocationCenterSet-Up-EventtobeexecutedonMay1stGoal: Raise $200 Strategy: MMA will raise money by helping to set up for JMU’s graduation. We will arrange the seating for the ceremony while learning about the behind-the-scenes aspects of staging such events.


*NEW*MarketingDepartmentFundingGoal: Raise funding by building a strong relationship with the department and highlighting the benefits to the College of Business of supporting our organizationResult: The Marketing Department at JMU has generously donated $1000 to our organization to fund the trips of two members to the AMA Collegiate Conference.

*NEW*SGAGrantGoal: Raise $1,000Strategy: Each year JMU’s Student Government Association awards worthy organizations money based on their individual merit and financial need. MMA is currently in the process of applying for this grant. Through early communication with the SGA we were able to start the application process in January and plan to present before the board in a few weeks.

*NEW*SpringBusinessWeekSponsorsGoal: Raise $500Strategy: Similar to our Networking Banquet Sponsorships, MMA is working hard to raise $500 via the sale of Spring Business Week sponsorship packages. In exchange, MMA will continue to provide marketing, advertising, and networking opportunities for our sponsors. All proceeds from this effort will be used to fund our Chapter Exhibit at the AMA Collegiate Conference.

OverarchingGoal: Recruit 100 members and retain 50% of current members throughout the academic year. We will encourage participation by delegating points through promotions, activities, and events to reach this goalOverarchingResult:Recruited 74 members thus far and obtained 100% retention by attaining record-breaking participation rates through a number of various activities and events.

Membership

InformationMeetings-September22nd&January25thGoal: Obtain an average of 60 student attendees per semester Result: MMA’s Executive Team participated in JMU Student Organization Nights and collectively completed 60 classroom presentations to promote the benefits of MMA to the student body and generate attendance to our informational meetings. We had a total of 71 students attend our fall informational meeting and 47 attend in the spring. This is a 27% increase compared to fall 2014 and a 21% increase compared to spring 2015.

ExternalMembershipPushGoal: Increase membership by an average of 50 new students a semesterResult: Seventy-four members joined in the fall semester and we are currently in the process of taking spring applications. MMA succeeded in increasing membership from the end of the previous 2015 spring semester from 26 active members to 100 new and renewed members in the fall, a 284% increase. We attribute our success to communicating the value of membership in AMA and the Madison Marketing Association through the following initiatives:

-The Executive Team presented to over 60 classes about MMA and AMA in the fall semester-Participation in Student Organization Night in the fall and spring semesters, as well as the College of Business Student Organization Night in the spring-Flyer distribution around the JMU campus in the fall-Mass email to the JMU student body about membership in both the fall and spring semesters-Promotion of membership through MMA Facebook, Twitter, and Instagram accounts-Completion and utilization of a customized recruitment video, which highlights our member’s positive thoughts about MMA

InternalMembershipPush Goal: Gain the attendance of at least 20% of our chapter at each MMA hosted event

Result: This year, our members have become more active in our organization than ever before. An average of 40 students (40% of total membership) attend each general body meeting and MMA activity. This is an 4% increase in overall membership participation compared to the 2014-2015 academic year.

CommitteeInvolvementGoal: Organize at least six committees to support goal execution Result: We have organized the following committees to help support our projects and Executive Officers: AMA Case Competition Committee, Consulting Committee, Exhibit Competition Committee, Fundraising Committee, Professional Development Committee, Networking Banquet Committee

MemberRetentionGoal: Retain 50% of members from fall to spring Result: MMA considers active members to be those that attain at least 50% of the available points that can be earned per semester. Our result was calculated by comparing the number of members that obtained at least 50% of available points in the fall to the number that did so in the spring. By providing a diverse array of activities and offering points as an incentive to bolster member turnout, MMA realized a 100% retention rate of active members from the fall to the spring semesters.

AMAPromotionGoal: Increase membership interest in AMA events Result: Gained member participation in five prominent AMA events. Our goal attainment was facilitated through hosting AMA interest meetings, which strongly promoted involvement in AMA events and competitions. This year, we participated in 50% of all AMA competitions available. Participation metrics are as follows-

14 members - AMA Collegiate Case Competition1 member - Outbound Sales Competition2 members - AMA International Sales Competition25 members - AMA’s International Collegiate Conference 32 members - AMA’s Chapter Exhibit Competition

In addition, we participated in the following AMA competitions as a chapter-

Website Competition



Outstanding Marketing WeekChapter T-Shirt Competition

SurveyDemographic Goal: Compile an accurate demographic of our members Result: Each new and renewed member turned in a demographic survey along with their membership form, allowing us to gain a better understanding of the gender, major, grade level, and age of our membership.

*NEW*Marketing’sStudentTownHallMeeting-February9thGoal: Educate underclassman marketing majors on the Madison Marketing Association and the benefits of membershipResult: JMU’s Marketing Department invited MMA to this event to present about our club and encourage members to join. We talked to 20 Freshman and Sophomore Marketing majors about our club’s purpose, upcoming events, and how to join.

*NEW*JMU“CHOICES”–April8th&11thGoal: Inform incoming students about opportunities with MMA and the AMAResult: MMA Executive Officers had the opportunity to present to 1,300 incoming students at JMU’s “CHOICES,” an event organized to educate students about student involvement on campus. MMA is one of just

four prestigious JMU organizations asked to present at the event. At the conclusion of both sessions, we will have reached an estimated 2,600 incoming students.

MMAMembershipIncentivesWeightedPointsSystem: MMA has long operated on a points system, where members are rewarded for their involvement in MMA per attendance at each event. Cumulative points equate to funding members will receive for the AMA International Collegiate Conference. The system exists to encourage attendance to the AMA Conference and to reward our most active members by providing as much funding as possible. In tandem with tremendous fundraising efforts, MMA has been able to fund the attendance of 32 members, eight more members than the previous year.

MembershipT-shirts:One of the perks of joining MMA is that members receive a membership t-shirt when they submit dues. These t-shirts serve to unify our chapter and instill a sense of pride. Members can be seen wearing the t-shirts on campus and around the Harrisonburg community.

Member of the Month: MMA values high member participation. Every month we recognize our most active member with the honorary title of “Member of the Month,” whereby they receive a certificate signed by the President and VP of Membership, giftcard to a local establishment, a page on the MMA website dedicated to them, and an Instagram post in their honor.

Membership DemographicsOf 100 total members, 53.6% are female and 46.4% are male. At 82.1%, the majority of MMA’s members are Caucasion, followed by 10.7% Asian, 3.6% Hispanic, and 1.8% African American.

According to our survey, 69.6% are new to AMA and our collegiate chapter, while 30.4% have renewed their membership.

The split between the academic classes of our members is led by 48.2% Seniors, followed by 21.4% Sophomores, 16.1% Juniors, and 14.3% Freshman. To break this down further, 14.3% of our members are 18 years of age, 19 year olds account for 17.9%, 16.2% are 20 years old, 21 year olds make up 44.6%, and 7.1% of our membership is above 22 years of age.

Next to 70.7% Marketing majors, 10.3% of members are Accounting or Finance, 6.9% are majoring in Management, and the remaining 12.1% are pursuing majors outside of the College of Business.

WebsiteRevampGoal: Redesign MMA’s website to embody the 2015-2016 theme and continuously update it with current AMA and MMA information Result: Successfully designed, published, and maintained the new MMA website, complete with updated sponsors, features, and organizational information all presented in a more creative and professional layout. We completely rebuilt our website to embody “The Godfather” theme. The site includes a new color scheme, appropriate use of white space, seamless navigation, and interactive media platforms like videos and social media connectability. We embedded a Google Calendar into our website to increase efficiency, added a clear and concise page for new students to become members, utilized extremely high quality photos, and embedded our recruiting video to help prospective students to understand the vast professional opportunities within MMA and AMA.

VideoFeedGoal: Create a video feed for members, sponsors, and the JMU community to follow Strategy: Videos will be captured on an iPhone at MMA fundraising, community, and special events, including prep meetings for the AMA

Collegiate Conference. Recordings will include an interview series featuring MMA Executives and members.

SocialMediaRevampGoal: Align and update social media based on the current 2015-2016 theme Results: Successfully updated all MMA social media accounts to include high-quality images of the 2015-2016 MMA “Fathers of Business” logo. Posts on Facebook and Twitter have been linked to reach followers on both platforms and have also been elevated to include only the most important information. We have successfully connected and engaged with guest speakers and businesses who come to speak with club members during professional development events.

CommunicationsOverarchingGoal: Effectively facilitate communication for all MMA plans, projects, and events to current and potential MMA members, the JMU marketing community, and local businessesOverarchingResult:Promoted professional development, community service, fundraising, and social activities to 75% of our target audience every week through internal and external communication channels.



IncreaseFollowersGoal: Increase MMA following by 15% on Facebook, Instagram, Twitter, and LinkedIn Results: Our chapter actively uses social media to promote upcoming events, meetings, and contests. We use promotions and awards to incentivize members to connect with our chapter on social media. As a result, we were able to achieve an average increase of 19.1% in just four months.

2014-2015 2015-2016 %IncreaseFacebook

311 330 6.1%

Twitter

233 263 12.9%

LinkedIn

288 335 16.3%

Instagram

56 79 41%

Member of the Month Goal: Feature a committed MMA member on social media profiles each month Results: We have posted “Member of the Month” profiles on Instagram each month of the academic year thus far. This has increased the morale of featured members and has encouraged students to continually stay involved with the club.

Getting“Social”-October16thGoal: Expand MMA’s network by hosting a social event with a marketing twist Results: With the help of JMU Marketing professor Dr. Theresa Clarke, we were able to collectively establish a central marketing platform where each marketing club has the ability to share events and information with other club leaders. We created an account on Canvas, a campus wide learning management system, where group leaders can post, share, and invite other leaders to their club’s events. Overall, this platform has successfully connected JMU marketing groups to increase engagement in each other’s events.

MMAWeeklyRundownGoal: Create a new face for our weekly email reminders to members. “This Week in MMA” will be changed to “MMA Weekly Rundown”.Result: MMA has consistently maintained efforts to promote member awareness of upcoming activities this year. Each Monday morning, a “MMA Weekly Rundown” email is sent out to the entire membership informing them of upcoming events, activities, and deadlines. In addition, each Wednesday following Tuesday’s general body meeting, an email is sent to all members to recap information and update those who were unable to attend.

PressRelease-December11th&April8thGoal: Two press releases will be written and posted to the MMA website each semester. These articles will be sent to the JMU newspaper, local businesses and MMA sponsors to facilitate interaction within our network Result: Our first press release included information about MMA’s achievements in fundraising, community service, and professional development. Multiple general and Executive Board members wrote excerpts to include in the press release, highlighting the benefits of membership in our organization. This platform was also used to market upcoming MMA events.

BusinessWeekSocialMediaCompetition-February15th-February23rdGoal: Increase number of participants in MMA’s Spring Business Week events through an interactive social media competition Strategy: Members will enter to win prizes during MMA’s Annual Business Week by engaging with our social media via hashtags and tagging.

MMA’sJourneytoNOLA-March17th-19thGoal: Capture our adventure to the American Marketing Association Collegiate Competition in New Orleans via short videos and pictures Strategy: Create a comprehensive and cohesive video (about 2-3 minutes in length) of our journey for future members and the JMU community to watch.

ExecutiveCommunicationGoal: Create an open flow of communication between MMA’s Executive Team members Results: Effectively maintained existing means of communication in the form of GroupMe Chat Application, Google Drive, and E-mail. These outlets have fulfilled our need for real-time updates, constant communication, and easy document-sharing among the Executive Team so that we are unified in executing MMA’s goals.

AMAWebsiteCompetitionGoal: Improve our knowledge of Wix to become a competitive participant in AMA’s website competition Results: We successfully entered the AMA Website Competition

Total Increase In Social Media Presence = 19.1%

Alumni RelationsOverarchingGoal: Build and maintain long-term professional relationships with Madison Marketing Association alumni who can offer current members access to their knowledge of the business worldOverarchingResult: MMA succeeded in fostering relationships with each of our alumni by consistently updating them with information about upcoming events and recent news, as well as providing opportunities to network with current members.

AlumniWeekendTailgate–October24thGoal: Partner with another JMU organization to host a tailgate before JMU’s Alumni Weekend football game where at least 20 MMA alumni and existing members can interact Result: MMA partnered with JMU’s Chapter of Gamma Sigma Sigma, a national service sorority, to co-host an alumni tailgate. Our chapter primarily provided marketing and communications resources for the event, while Gamma Sigma Sigma provided food and other amenities. We had 12 MMA alumni stop by our tailgate to reconnect with 10 current members.

AlumniPanel–EventtobeexecutedFebruary23rdGoal: Recruit three Madison Marketing Association alumni to host a live panel where they will answer business-related questions from current members Strategy: We will gain the participation of successful MMA alumni to host a professional panel in which current members will be able to network with and receive tips from recent graduates.

Alumni Database Goal: Update and maintain our comprehensive alumni database which includes contact information and demographics of graduated members Result: We have continued to grow the alumni database that was built fall of 2013 to include graduating members and rising seniors who we will continue to keep in contact with after graduation.

MonthlyAlumniNewsletterGoal: Maintain communication with MMA alumni to foster long-term professional relationships that will give our present and future members access to their knowledge of the business world Result: Kept in consistent contact with alumni through a monthly newsletter to keep them well informed of past and future events, chapter accomplishments, and opportunities to connect with MMA.

“AMAandMMAAlumni”presentedbyMMAAlumni–EventtobeexecutedApril12thGoal: Relate to at least 20 MMA members by having an MMA alum discuss their personal path to success and how MMA has helped them to get there Result: Provide an outlet for current members to network with MMA alumni who are working in business. Alumni will be asked to talk about their college experiences and the paths that led them to their current careers.

after revamping the aesthetics of the site. Our new website provides viewers with complete access to MMA and AMA membership forms and information. The platform has five visible tabs, allowing visitors to easily and efficiently navigate through information. Complete bios of the Executive Team and their contact information can also be found.

*NEW*ClassroomPresentationsGoal: Spread awareness of MMA membership by presenting to 40 total classes in the fall and springResult: Presented to over 60 classes in the spring and fall to spread awareness about membership in MMA and the AMA, the Executive Team collectively presented to over 50 classes in both the fall and spring.

*NEW*AdvertisingInitiativesGoal: Advertise MMA events and activities using resources available through JMUResult: Used a combination of five different avenues provided by JMU to advertise our events. Our objective in fulfilling this goal was to fully exploit the resources available to our chapter to improve the promotion of MMA

events and activities to external parties. MMA succeeded in doing so by actively using the following new avenues:

• Sidewalk chalking• TV displays• Table tents• Mass email• Banner advertisements

*NEW*LinkedInJobCampaignGoal: Draw more traffic to MMA’s LinkedIn page by highlighting professional development events and job opportunitiesResult: MMA has encouraged members, alumni, and recruiters to join our LinkedIn page to post information about recruiting events and job openings. Our VP of Communications has utilized this medium to advertise upcoming professional speakers and workshops.


VPofFinanceBilly Stevens


Chapter OperationsOverarchingGoal:MMA will strive to place within the Top Ten AMA Collegiate Chapters by setting attainable goals and achieving these goals through a well structured Executive Board and general body.OverarchingResult:Through fostering the cohesive interrelations between MMA members and affiliates, MMA has effectively implemented a structured system of operations management, which has facilitated the execution and planning of 99% of the events set forth in the Chapter Plan thus far. We have reached 96% of the goals set forth in our Chapter Plan for these events, 65% of which have exceeded our expectations.

PresidentKatharine Beveridge

AdvisorRobert McMillen

VicePresidentDavid Bruce

VPofProfessionalDevelopment

Natalie Krewin(ProfessionalDeveloment

Committee)

VPofProfessionalDevelopmentDrew Tsitos

(NetworkingBanquetCommittee)

VPofCommunications

AmyGoffe

VPofConsultingSage Saltsman(ConsultingCommittee)

VPofConsultingVarunDatta

(ConsultingCommittee)

VPofMembershipDana Landes

(AMACaseCompetitionCommittee)

VPofSponsorshipAlex Glaum

VPofSponsorshipJames Malgieri

VPofAlumniRelationsCari Ross

VPofSocialDanielle Beeckler

(Social&SpecialCommittee)

VPofFundraisingSarah Jones

(FundraisingCommittee)

VPofFundraisingErin Dooley

(FundraisingCommittee)

VPofDesignAllison DeNoble

VPofCommunityService

Brenna Dolen


Planning&Organizing

WeeklyMeetingsGoal: Hold a total of three meetings per week Result: Throughout the fall and spring semesters, our chapter has consistently held at least three meetings per week, including one for Executive Members, one for committees, and one including all members known as our General Body Meeting. Executive meetings precede General Body Meetings every Tuesday evening in Zane Showker Hall. Committee meetings have been held on Mondays and Tuesdays, respectively. During situations of inclement weather, meetings are held via conference call or Google Hangouts.

ChapterPlanGoal: Develop and submit a comprehensive Chapter Plan detailing MMA’s situational analysis, goals, strategies, budget, and calendar to guide a successful year Result: MMA reviewed previous top Chapter Plans, including our own submissions, to analyze their strengths and apply them to ultimately aid in the composition of our own plan. When compared to our Chapter Plans of previous years, we strongly feel that we have enhanced the goals, metrics, accountability, style, and professionalism of our most recent submission.

AnnualReportGoal: Develop and submit an outstanding Annual Report that accurately reflects achievement of 90% of MMA’s goals outlined in the Chapter Plan Result: At the time of submission, our chapter feels that we have succeeded in developing our highest quality Annual Report to date, which accurately reflects the current planning and completion of 99% of the events put forth in our Chapter Plan. Of these, 96% reached our goals. Of the goals attained, 65% have exceeded expectations.

StudentLeadershipCouncilGoal: Communicate with leaders within JMU’s College of Business to gain knowledge about the operations of each club Result: Last year, the Associate Dean for Undergraduate Programs put together an alliance between all club Presidents within the College of Business called the Student Leadership Council. This group meets once a month to advertise events for their clubs and gain knowledge about behind-the-scenes events and initiatives within the College of Business. This team acts as a liaison between the students and faculty within the college to provide feedback about potential projects and events that the administration is pursuing. Additionally, student leaders are able to gain an understanding about how each club is run while exchanging advice with peers.

OfficerTransitionsStrategies

OfficeApplication&InterviewingGoal: Effectively communicate Executive Officer opportunities and evaluate applicants via thorough interviewing Result: In the fall and spring onboarding seasons, Executive Officer opportunities have been communicated thoroughly to members. Given that our chapter must fill 10 executive positions for the 2016-2017 year, MMA has begun speaking with our membership about the different positions available. Thus far, we have conducted Executive Team position presentations, gauged member interest, and held a shadowing session for those who wish to hold a position. In the coming weeks, MMA plans to send out a formal application to be reviewed during interviews with the current and future Presidents, as well as relevant Vice Presidents.

OfficerTransitionsGoal: Facilitate thorough and smooth Executive Officer transitions to ensure the success of new officers and the continuous enhancement of our chapter Result: At the close of the spring 2015 semester, MMA onboarded an astonishing 16 new Executive Members. The previous Executive Team had designed formal position-specific manuals to pass down to their successive leaders as supplementary material to their executive reports and GoogleDocs. Elected officers shadowed for their new position for at least three weeks before the semester’s end and continually worked with the President throughout the summer months to plan events for the upcoming semester.

Controlling

PointsSystem Goal: Implement a functioning points system whereby members are rewarded for their level of activity and involvement within MMA Result: MMA has long operated on a points system, where members are rewarded for their involvement in our organization per attendance at each event. Cumulative points equate to funding members will receive for the AMA International Collegiate Conference. The system exists to encourage attendance to the AMA Conference and to reward our most active members by providing as much funding as possible. In tandem with tremendous fundraising efforts, MMA has been able to fund the attendance of 32 members, eight more members than the previous year.

ChapterRelationsGoal: Foster strong relationships among Executive Officers, committee members, and general members of MMA Result: Our chapter strives to create a welcoming and open environment where all members can learn, build relationships, and thrive. An environment that supports collaboration and idea sharing has been established among all Executive Officers and committee members. Moreover, strong relationships have been built between the aforementioned and general members through numerous social and membership activities throughout the year, which have fortified our chapter as a whole.

ExecutiveTeamRelations Goal: Foster cohesive relationships between Executive Officers to increase synergy and minimize conflicts Result: As soon as Executive Officers are elected in April, each newly appointed officer must sign an Executive Contract pledging their promise to fulfill all duties and obligations accompanying their position. This is the foundation of Executive Officer commitment. This year our chapter built strong Executive Officer relationships by enabling open communication at all meetings, via email, social media, GroupMe, and outside of chapter events. Weekly meetings are used to align chapter goals, strategies, and tactics across all functions as well as voice opinions and address any areas of concern. These efforts have facilitated both cohesion and positive relationship-building.

OfficerEvaluationsGoal: Conduct anonymous peer evaluations among Executive Officers midway through each semesterResult: Anonymous peer evaluations were used to evaluate relevant strengths and weaknesses among the Executive Team and to provide constructive feedback. They served as mid-year performance reviews for all Executive Officers as well as overall team functionality. This activity allowed for candid communication, reflection, and the development of personal objectives to enhance individual officer functions as well as the success of the Executive Team as a whole.


ExecutiveCommittees Goal: Organize at least four committees that will directly support Executive Officer goals and strategies Result: In total, six committees were organized to support Executive Officer goals and strategies. In the fall semester, our chapter informed members of committee opportunities verbally and via email reminders, utilizing sign-up sheets to record interest and formalize member participation. Committees were formed for the following functions: AMA Case Competition Committee, Consulting Committee, Exhibit Competition Committee, Fundraising Committee, Professional Development Committee, Networking Banquet Committee.

ChapterOperationsEvaluationsGoal: Survey all members midway through each semester regarding their perceptions of MMA Result: This activity served as a midway review for MMA’s chapter operations from the perspective of our target market members. The chapter evaluations were conducted via digital surveys, allowing members to anonymously share their opinions on an array of topics including communications, meetings, chapter activities, and desired experiences provided by MMA and the AMA. The feedback has allowed our chapter to identify our strengths as well as areas that require improvement, which is especially helpful in planning for the 2016-2017 year in the Madison Marketing Association.

TransparentExecutiveMeetingsGoal: Foster a transparent relationship between MMA’s Executive Team and general body membersResult: We have decided to open up all of our Executive meetings to general body members so that they can learn about the behind-the-scenes operations of our chapter.

*NEW*AMAChapterMentoringGoal: Mentor an upcoming collegiate chapter of the AMA to assist in their development and growthResult: MMA has partnered with Montclair State University’s chapter of the American Marketing Association to offer advice and assist in their growth and development. Through a series of Skype calls, we will connect with their Executive Team members to speak about our chapter’s operations and how to evolve as a chapter.


Financial StatementExpenses

Membership Fall Membership Dues to AMA $(3,478.00) Membership Dues to AMA Shipping $(10.00) Member T-Shirts $(700.00) Member of the Month Gifts $(25.00) Spring Membership Dues to AMA -- Membership Dues to AMA Shipping -- TotalMembershipExpense $(4,213.00) ProfessionalDevelopment Spring AMA Conference Conference Fee $(5,500.00) Hotel Fee $(4,000.00) Van Fee $(2,000.00) Parking Fee $(300.00) Booth Exhibit $(170.00) Registration Fee $(30.00)

TotalConferenceExpense $(12,000.00)

Social Fall Welcome Back Cookout Social $(50.00) Themed Socials $(10.00) Spring Themed Socials $(10.00)

TotalSocialExpense $(70.00)

Alumni Fall Alumni/Homecoming Tailgate $(40.00)

TotalAlumniExpenses $(40.00)

TotalExpenses $(16,323.00)

NetIncome(Loss) $368.00

RevenuesMembership Fall MMA Dues Fall $2,960.00 AMA Dues Fall $3,478.00 Spring MMA Dues Spring -- AMA Dues Spring -- TotalMembershipRevenue $6,438.00 Fundraising Fall JMU Athletic Concessions $300.00 JMU Basketball Clean-Up -- Fall Merchandise Sales $877.00 Yankee Candle Fundraiser $721.00 College of Business Funding $2,000.00 Convocation Set-Up -- SGA Grant -- Popcorn Fundrasier $200.00 Brand Ambassador Program -- Proceeds Nights $50.00

TotalFundraisingRevenue $4,148.00 ProfessionalDevelopment Fall Networking Banquet Sponsors $4,865.00 Networking Banquet Ticket Sales $1,125.00 Networking Banquet Raffle Sales $115.00 Spring Business Week Sponsorship -- AMA Booth Exhibit Sponsorship -- TotalProfessionalDevelopmentRevenue $6,105.00

Total Revenues $16,691.00

Documents

James Madison University Annual Report 2015-2016 · James Madison University Annual Report 2015-2016. ... oneself for potential career and internship ... members about PepsiCo. and