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2013-2014

American Marketing Assocation

CALIFORNIA POLYTECHNIC STATE UNIVERSITY, SAN LUIS OBISPO

ORFALEA COLLGE OF BUSINESS

BEST CLUBSUBMISSION

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• Activemembershipincreasedto75%fromSpring2012• LaunchedYouTubeChannelwithAMAAdvertisementVideo• IntroducedDirectorRolestoExecutiveBoard• SuccessfulcompanytourstoBayAreaandlocalagency• CreatedpartnershipwithNon-profitFamilyCareNetwork• ImplementedMarketingMentorsProgram• MarketingCareerConferencebroughtin21recruiting

companiesand$12,000inrevenue• Implementedthreesponsorlevels• HostedthesecondannualPitchCompetition,received

sponsorshipfrom21differentcompanies,andtripledlastyear’sfunding

• Increasedparticipationfrom58studentsin2013to92marketingstudentsin2014

KEY CHAPTER HIGHLIGHTS

Orfalea College of BusinessBEST CLUB SUBMISSION

Duringthe2013-2014academicyear,theCaliforniaPolytechnicStateUniversity,SanLuisObispochapterhasworkeddiligentlyinexpandingprofessionalexperienceopportunitiestoitsmembers.Thisyear,CalPolyAMAwasfortunateinaccomplishingsomeofitsgoals,includingparticipatinginnationalMarketingWeekduringthefirstweekofOctober,travelingtotheheadquartersofSymantecandWorkdaytomeetsomeofitssalesandmarketingstaff,andplanningourlargest,mostinteractiveformoftheCalPolyMarketingCareerConferencetodate.The2013-2014ExecutiveBoardisextremelyproudofourachievementsduringourshorttimetogether,andwehavereceivedpositivefeedbackfromourmembersaswell.Thiscanalsobeseeninourincreaseinmembershipandincreaseinretentionrate.Throughoureffortstoimprovetheclub’stechnology,weworkedtomeettheneedsofourmembersbykeepingtheminformedaboutclubeventsthroughourrenovatedwebsite,Facebookpage,andFacebookgroup.ThisyearwecreatedanInstagramandPinterestaccounttokeepourmembershipup-to-dateoncurrentmarketingtrendsaswell.OurmainachievementwasournewJob/Internshipspageonourwebsite.Weprovidedourmemberswithexclusiveaccesstoopportunitiesforprofessionaldevelopmentandanavenueforcompaniestorecruitmembers.

Ourmainobjectivelastyearwastoincreasemembership.Weexceededourgoalbyofficiallyenrollingmanynewmembers.Thisyear’sthechallenge

wasmaintainingretentionrateofmembers.Inordertokeepmembersactivelyengagedinclubactivities,weampedupoursocialmediaoutreach,on-campusawarenesswithflyersanddigitalsignage,weeklyemaillistandon-campusannouncements.Byconstantlyremindingandinformingmembersaboutwaystogetinvolved,weaimedtokeepupourattendanceandincreaseparticipation.

Webegantheacademicyearbyclearlyidentifyingpersonalgoalsasanexecutiveboard,overallclubgoalsandobjectivesforourclubmemberdevelopment.Bystartingofftheyearwithhighexpectations,wewereabletoconsistentlypushandencourageeachothertomeetthosegoals.Whiletheschoolyearisonlyhalf-wayover,weareproudtoshareourresults,manyofwhichhavesurpassedourexpectations.

Overallgoal:AtCalPoly’sAMAChapter,ourthemethisyearwastoencourageourmembersto“MakeYourMark”.Weknowthatourmembershavemadeanimpactontheirmarketingcareersbyactivelyparticipatinginourclub’sactivities.Letusshowyouhowwe’veprovidedourmemberswithaplatformtosucceed.

Sincerely,CalPolyAMAExecutiveBoard

CAL POLY’S AMA

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Professional development

INTERNSHIP PAGEOurmainachievementwasournewJob/Internshipspageonourwebsite.Weprovidedourmemberswithexclusiveaccesstoopportunitiesforprofessionaldevelopmentandanavenueforcompaniestorecruitmembers.Thusfar,wehavepostedover50jobandinternshipopportunities.Themarketingfacultyandlocalcompaniesactivelysubmitpositionsavailableandwe’vedevelopedamutuallybeneficialexperienceforallinthemarketingfield.

MARKETING WEEK ThiswasCalPolyAMA’ssecondyearparticipatinginMarketingWeekonOctober7-11,2013.OurgoalwastoeducatemembersofCalPolyAMAaswellasnon-membermarketingstudentsaboutmarketingcareers.OurgoallastyearwastouseMarketingWeekeventstobenchmarkfutureMarketingWeekexperiences.Thisyearoureventsincluded:LinkedInWorkshop,ProfessionalAttireFashionShow,andsponsorpromotionboothintheUniversityUnion.

ALUMNI OUTREACHAmaingoalwehadthisyearwastoleverageourconnectionswithalumnitoaidintheprofessionaldevelopmentofcurrentmembers.WefoundtremendoussuccessasmanyAMAalumwereeagertosharetheirexperienceintheworkforceaswellasprovidejobandinternshipopportunities.Toinitiatecontact,wesendformallettersto

theAlumnidirectlytotheircurrentplacesofemployment.

EVENT: CORPORATE TOURS OF WORKDAY, SYMANTEC AND ROSETTA HEADQUARTERSResults:20studentandtwofacultymemberstouredthecampusesofWorkdayandSymantec.WecoordinatedaprivatetourofRosetta,alocaldigitaladvertisingagency.80marketingstudentsgainedfirst-handexperience,askedquestions,andlearnedfromleadersinCreative,SoftwareEngineering,CreativeEngineering,AccountandProjectManagement,andVideoandMotionGraphics.Studentsheardcurrentemployeesfromvariousareasofmarketingspeakabouttheirpositioninthecompanyandtheirresponsibilities.

EVENT: MARKETING CAREER CONFERENCE JEOPARDYMemberswereinvitedtoplayajeopardystylegametolearnmoreaboutthecompaniesattendingthewintercareerconference.Thishighenergyandcompetitivestyleofexposingmemberstotheattendingcompaniesprovedtobeagreatwaytobuildhypeandincreaseawareness.Lastyear,thiswasapilotprogram,andthisyearweexperiencedmuchhigherattendance.Objectives:Results:Attendance:25Attendance:60Satisfaction:75%Satisfaction:90%

Mission:To provide members with the opportunity to expand business and marketing proficiencies by networking with professionals, to provide exposure to a variety of career paths, and to enhance essential skills out of the traditional classroom setting.

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The Marketing Career Conference is an annual event hosted by Cal Poly's AMA. This event takes place during winter quarter. Companies on both a local and national level provide job and internship opportunities for students in the field of Business, Marketing, Graphic Communication,

Public Relations, Communications, Advertising, Journalism, and more! Students benefit from concentration relevant positions and networking opportunities. There is a Keynote Speaker, provided by the Platinum AMA sponsor, and Panel Discussions covering pressing topics in today’s post college career-search and

current Marketing trends.

MARKETING CAREERCONFERENCE

Themajorityofoureventisanopennetworkingforum,similarintypetoacareerfair.ThekeydifferencetotheMCCistheintimatesettingandtimeforin-depthconversationsbetweentherecruitersandstudents.ThecompaniesattendtheMCConthepromiseandexpectationofhighcalibermarketingstudents.Weencourageconversationbetweenstudentsandcompaniestoexplorecareersanddevelopearlyemploymentrelationships

Imaginesellingpotentialemployersonyourcapabilities,withonly4minutestosparktheirinterest.TheAnnualMarketingCareerConferencePitchCompetitionisdesignedtoprovidethistypeofexposurebygivingCalPolyMarketingstudentsachancetopresenttheirprojectsinapitch-stylecompetition.

MCCalsofeaturespanelsofexecutivesfromparticipatingcompaniestofieldquestionsandprovidestudentswithinsightrelatingtocareers.Panelmemberswillhighlightcareersandhowtoactivelymanagecareerprogressionattheircompanies,aswellastheimportanceofpersonalbranding.

Eachyearwefeatureonepremiercompanytospeakaboutapressingtopicrelatedtostudentemploymentsearching.BeingtheMCCKeynoteSpeakerallowsthesponsoringcompanytoestablishunparalleledbrandawarenessamongtheMCCaudienceandgeneratebuzzforthecompany.

COMPANY BOOTHS

PITCH COMPETITION

KEYNOTE SPEAKER

CAREER PANEL

Special Event:

the

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TheMarketingCareerConferencePitchCompetitionoffersfourmainaspects:1. Recognitionofoutstanding marketing

curriculum presentationbybeingnominatedtocompete

2. Coaching sessionswiththeOrfaleaCollegeofBusiness’ExecutivePartnersforstudentstohonetheirpresentationskills

3. Ahighstakeenvironmentwherestudentspitchtoindustry professionals,similartotheworkingworld

4. AshowcasetotheattendingcompanyrecruitersandgueststheproductoftheOrfaleaCollegeofBusiness’Marketcurriculum,alongwiththetalentandskillsofthestudents.

ThePitchCompetitionisatangibleshowcaseoftheskillsmarketingstudentsacquirefromtheirmarketingclasses,aswellasawayforstudentstoturntheirclassroompresentationsintohardearnedcash.RecruitmentandawarenessofthecompetitionbeganinOctober2013,withtheAMAmembersattendingvariousmarketingclassestomakeannouncementsoftheevent.Thefacultywerealsoengagedtonominatestudentsforthecompetitionandtoemailalltheirstudentsregardingtheopportunity.

Theaudiencewascomposedofstudents,marketingprofessors,companyrecruiters,andindustrygueststotaling150people.Therewereatotalfiveawardspresented,1stto3rdplaceinthecoreprogramcategory,1stinthenovicecategory,

andanaudiencechoiceaward.Theaudiencemembersvotedontheparticipantsbytextingintheirvotes,theresultswerecollectedintenminutes.TheawardswerethenpresentedbytheMarketingCareerConference’sKeynotespeaker,MarcoPueblotheDirectorofGlobalDigitalAcquisitionStrategyatSymantec.

Followingthecompletionfeedbackwasacquiredfromallpartiesinvolvedinordertoimprovefutureperformance.

Therubricusedbyjudgesincludedthetraitslistedbelow.Performancecategoriesincluded(1)needsimprovement;(2)meetsexpectations;and(3)exceedsexpectations.Indebriefingthestudentshowcase,judgesindicatedthatALLpresentationshadbeenextremelypolishedandthattheyhadhadtroubledistinguishingbetweenexcellentoutcomes.1. Problem:Clearlystatesthemarketingproblem

tobesolved2. Target Market:Clearlydescribesinsightful

data-driventargetcustomer3. Solution:Clearlyprovides,practical,specific,

andinnovativesolutionsuitingtargetmarketanddata.

4. Delivery: demonstrateseffectiveandprofessionalspeakingskills

5. Time:stayswithinthefour-minutetimelimit6. Professionalism

The pitch competitionSpecial Event:

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LOCAL CORPORATE SPONSORSAspartofourCorporatePromotionscommittee,ourclubbuildsrelationshipswithlocalcompanieswithintheSanLuisObispocommunitybyprovidingthemwithmarketinghelp.Throughthesesponsorships,theselocalcompanieshelpprovidesomefinancialsupportforourchapter.

MARKETING CAREER CONFERENCEThelargestfundraisingprogramconductedbythischapterofAMAisourannualMarketingCareerConference.Thiseventnotonlyraisesmostofthefundsneededtosustaintheclubfromyeartoyear,butalsoallowsustohighlightallthegreatstudentswhogothroughCalPoly’smarketingconcentrationprogram.TocontinueintheCalPoly’s“LearnByDoing”attitudetheconferencewasorganizedbythetwostudentco-directorsontheAMAExecutiveBoardandamarketingfacultymember.Tocallthecareerconferenceacareerfairformarketingstudentswouldbeadrasticunderstatement.WeimplementedthreecareerpanelscomposedofindustryprofessionalsandAMAmembermoderators.ThiswasaQ&Astylediscussionwithprofessionalsfromdifferentmarketingindustries.EachpanelfocusingonaspecificsubjectsuchasProfessionalDevelopment,Sales&ConsumerInsight,andTechnology.Wehavealsoincludedakeynotespeaker.Everyyearwetrytomakesurethatourkeynotespeakerisfromadifferentareawithinthemarketingfieldsuchasanalytics,advertising,technologyfocusedmarketing,andpublicrelations.

Thefundraisingaspectofoureventisthateachcompanyparticipatesatacertainsponsorshiplevel.Ourparticipantlevel,pricedat$500,includesacompanyboothtableforrecruitingstudentsandtheoptiontoparticipateinapanel.Ourgoldsponsorshiplevelispricedat$1,500.Thisprovidescompaniesallthefeaturesoftheparticipantlevel,oneyearAMAclubsponsorship,andtheirlogofeaturedonadvertisementsfortheconference.OurhighestlevelisthePlatinumsponsorshippricedat$2,500.Thisprovidesakeynotespeakeropportunityandaffordsthemtobethemainsponsorfortheentireconference.OurgoalwasfundCalPolyAMA’sprofessionaldevelopment

relatedprograms;suchas,corporatetrips.Withthe21companiesattendingtheconferenceatvariouslevelsofparticipationandsponsorshipwetripledourfundsfromlastyearof$5,000to$12,000.

LOCAL CORPORATE SPONSORSAspartofourCorporatePromotionscommittee,ourclubbuildsrelationshipswithlocalcompanieswithintheSanLuisObispocommunitybyprovidingthemwithmarketinghelp.Throughthesesponsorships,theselocalcompanieshelpprovidesomefinancialsupportforourchapter.CurrentsponsorsincludeWoodstocksPizzaandThreadHub(formerlyTheRadLife),aclothingstoreinSLO.

fundraising

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Asatrend,ourclubhassignificantlymorenewandtotalmembersduringfallquarterthanspringandwinterquarters.Webelievethisisbecausealotofourmemberscometomeetingslookingforjobandinternshipopportunities.Oncetheysuccessfullyfindajobinthefall,theymayfeellessinclinedto

cometothemeetingsfortherestoftheyear.Wealsoseeanincreaseinourfallmembershipduetoourrecruitmenteffortstowardincomingstudents.Manyofthemaremotivatedtotryasmanythingsastheycanwhentheyfirstcometocollege,andtheytakeafewquarterstofindtheirtrueinterest.

MEMBERSHIP POINTS Wehaveanawardsprogramforourmembersasanincentivetocometomeetings,weartheirCalPolyAMAshirts,joincommittees,andattendsocialandcommunityserviceactivities.Themembershippointvaluesareshowninthetablebelow:• Attendweeklymeeting:10pointspermeeting• WearAMAshirttomeeting:5pointspermeeting• Attendanycommitteemeeting:15pointspermeeting• Attendclubsocialorcommunityserviceactivity:10pointsperevent• Attendclubcorporatetrip:15pointsAttheendofeachquarter,thepointsaretotaledandthetopthreememberswinprizes.TheprizesthisyearhaveconsistedofgiftbasketscomprisedofitemsfromoursponsorsWoodstock’sandRadLife/ThreadhubaswellasvintageCalPolyAMAshirtsandtanks.

m e m b e r s h i p

BY THE NUMBERS:67 members

201292 members

2013

Cal Poly’s AMA puts on a social for members each quarter. The theme fall quarter was “Crispy Turkey”, a Thanksgiving version of “White Elephant”. Members bought each other silly gifts and participated in a gift exchange. 25 members attended. During winter quarter, AMA put on a movie night, in which two movies were played from a projector and snacks were served. 15 people attended this event.

S O C I A L E V E N T S

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2 WINSExcellence in functional categories

6TH PLACESABRE business simulation

7 AWARDEDSales certification

This award was presented to Cal Poly AMA at the 2014 American Marketing Association International Collegiate Conference in New Orleans. In front of several collegiate AMA chapters coming from all over the nation, Cal Poly’s collegiate chapter of AMA was recognized for excellence in two functional categories:professional development and fundraising.

IN ADDITION,Cal Poly AMA’s team of 5 placed 6th in the day-long SABRE Business Simulation. 30 schools from across the nation participated in this competition.

EXCELLENCE IN TWO FUNCTIONAL CATEGORIES

NATIONAL COMPETITIONTHE AMERICAN MARKETING ASSOCIATION INTERCOLLEGIATE

“RETURN OF THE MARKETERS”NEW ORLEANS, LOUSIANA

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community service and PHILANTHROPY

PARTNERSHIP WITH NON-PROFITGoal:Ourclubwaslookingtoformarelationshipwithalocal,non-profitorganization.Ourclubmembersaremadeupofadiversegroupofmotivated,businessmarketingsavvystudentswhowerelookingforwaystoimplementwhattheylearnedintheclassroomaswellasgivebacktothecommunity.Weestablisheda"Non-ProfitCollaboration"withFamilyCareNetwork,alocalnon-profitcompanybasedontheCentralCoast.Astheofficialmarketingclub,wehadtheskillsandexperiencetoprovideservicesthatpertaintoadvertising,aswellasparticipateinthem.Results:• AliaisonforFCNIeventstobeadvertisedon-

campus• Activeparticipantsandvolunteerswiththe

agencyforeventproduction

• Asourcetocreateanddistributemarketingcollateral(wehavedesignstudentswhocreateflyers/socialmediaevents,etc.aswellasprovidedmanypeopletoputupflyersaroundSanLuisObispo)

• Setupameetingforthenon-profitbusinessexecutivestospeakatoneofourweeklymeetings(50-75students)toshareagencymissionandgoals

CHIPOTLE FUNDRAISERWecollaboratedwithChipotletodoafundraiserintheirdowntownSLOstoreonTuesday,November19th,from5-9pm.Theywillgenerouslydonated50%oftheirsalesduringthistimeperiod.Weencouragedmemberstoinvitetheirnetworks(postonsocialmedia,sendemailsandtexts)tostopbytheChipotletograbsomeyummygrubandsupportFamilyCareNetworkatthesametime.

Mission:To meet our mission of inspiring leadership for the public good, Cal Poly AMA engages its members in various community service activities. These programs aim to empower our members to experience the world in order to learn from it and to be of committed and substantive service to others. While learning how to solve problems as they emerge and being exposed to complex issues, AMA students expand their view of themselves and the world, gain real world experience and give back to their community.

club involvementOCOB WOW CLUB FAIRDuringCalPoly’sfreshmenorientation,WeekofWelcome,theCollegeofBusinesshostsaclubfairthatshowcasesthebusinessrelatedclubswithinthecollege.AMAhasaboothwithposters,SWAG,andanemailinterestlistfornewstudents.Theboothisstaffedbyboardmemberswhomeetandgreetthestudents,talktothemaboutAMA,andanswertheirquestions.TENAYA CLUB FAIRSomeoftheresidencehallsatCalPolyseparatestudentsbasedontheirmajors.Thehallthathousesprimarilybusinessmajors,Tenaya,hostsaclubfaireverywinterquarter.AMAhasaboothwithpostersandSWAGandboardmembersattendtheeventtomeetstudentsandanswerquestions.OPEN HOUSECalPolyOpenHouseisaweekend-longeventthatoccurseveryspringquarter.Prospectivestudentsandtheirfamiliesmaketheirwayto

SanLuisObispotoseeallthatCalPolyhastooffer.AtOpenHouse,AMAhastwobooths:oneatthebusinessbuildingsurroundedbytheotherbusinessclubsandoneinaparkinglotwhereallthefoodboothsarelocated.ThebusinessbuildingboothissimilartotheotherclubfairboothsinthatthereisanemailinterestlistandboardmembershandoutSWAGandanswerquestions.Attheparkinglotbooth,wesellkettlecornandhandoutSWAG.Thesetwoboothsshowthatourclubhasprofessionalintentionsbutourmembersalsoliketosocializeandhaveagoodtime.BUSINESS COUNCILWerecentlycreatedaBusinessCouncilrepresenta-tivedirectorroleinordertohaveamoreactiveroleinthemeetings.OurrepresentativetakesthoroughnoteseachmeetingandreportsbacktotheExec-utiveBoard.BusinessCouncilmeetingsareagreatwaytostayonthesamepageasotherOCOBclubsandevents.WelookforwardtotheLeadershipConferenceinafewweeks!

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Outreach//Pr//graphic design

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1 ThenewpromotionalAMAvideoisafirst.ItallowsinterestedstudentsaswellasmemberstogetaglimpseintowhatAMAisallaboutandtheopportunitiesitcanprovide.It’sagreatwaytoadvertiseourclubusingmodernmarketingtactics.

2 Onesimpleadditionthatwemadethisyearwasthecreationofourvinylbanner.Thislarge,6foottallbannerprovedtobeveryusefulfornewmemberstofindtheclubmeeting.Itwasalsousefulforourinfoboothsandduringclubshowcases.Thebannerisnowalsoaphoto-opphit!

3 InorderfortheCalPolychapteroftheAmericanMarketingAssociationtobetakenseriouslybythecommunityandbusinesseswesolicitforCorporatePromotions/MCC,itwastimetoenhanceourbrandimage.Lastyearwasourfirstyeartohavebusinesscardsforboardmembers.Wedecidedtocontinuethispracticethisyeartomaintainprofessionalism.

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