1

Annual Report 2014-15

California Polytechnic State UniversitySan Luis Obispo, California

AMERICAN MARKETING ASSOCIATION

2

EXECUTIVE SUMMARY In the 2014-2015 academic year, our chapter at California Polytechnic State University, San Luis Obispo has earned the title Club of The Year. This year we focused on the customer experience - our members. Our goal was to provide members with ample opportunities to add to their professional toolbelt to be prepared for entering the workforce. We worked with industry professionals to host a variety of workshops for professional development. We also focused on our committees to offer hands-on experience in social events, corporate promotions and plan-ning our career fair conference. We started this year by acquiring a record breaking number of official members. This supplied us with the funds, the people and positive energy to implement these hands-on marketing opportu-nities.

Our main objective last year was to increase membership. We exceeded our goal by officially increasing our membership by 136%. This year’s the challenge was implementing activities that offer development for mem-bers with a variety of backgrounds, ages, interests and skills. In order to keep members actively engaged in club activities, we amped up our social media outreach, diversified our workshops, and hosted more exclusive events for members with specific and similar interests. By constantly reminding and informing members about ways to get involved, we aimed to keep up our attendance and increase participation.

The 2014-2015 Executive Board is proud to share our achievements which can be seen by the active partic-ipation of our members and successfully executed professional development events.

At Cal Poly’s AMA Chapter, our theme this year was to encourage our members to “Explore. Expand. Expe-rience”. We know that our members have made an impact on their marketing careers by actively participating in our club’s activities. Let us show you how we’ve provided our customers - our AMAzing members - with the best service we can provide and the platform to succeed.

Sincerely,Tessa Herns, Co-PresidentJasmine Contreras, Co-PresidentCal Poly AMA Executive Board

Annual Report 2014-15

California Polytechnic State UniversitySan Luis Obispo, California

AMERICAN MARKETING ASSOCIATION

3

Key Highlights2014 Cal Poly Club of the Year 154 Total Official Members - 136% increase from last year 65 membersLaunched promotion video series on YouTube ChannelRevised Executive Board transitions proceduresSuccessful company tour to Santa Barbara with one more being planned for Spring Quarter.Chapter’s first time participating in the AMA Collegiate Case CompetitionProfessional development opportunities with sponsorsMarketing Career Conference is bringing in 19 recruiting companies and $12,200 in revenue, which triples last year’s funding.Hosting the third annual Pitch Competition with eight teams across all grade levels

Project Evaluation Score-Card:Each project is graded based on our club goals. The report includes letter grade symbols that represent our de-sired goals and actual outcomes. By assigning each project a letter grade, we are able to evaluate our progress, assess what was successful and reveal areas for improvement. The criteria are listed below.**** This activity/event exceeded goals*** This activity/event met goals** This activity/event fell below goals* This activity/event is in process or has yet to occur

[NEW] New activity for Cal Poly AMA[ADDED] Activity was not originally scheduled in Chapter Plan[UPDATED] Activity has been updated since submission of the Chapter Plan

Cal Poly SLO AMA | Executive Board 2014-15

4

PROFESSIONAL DEVELOPMENTWeekly Speaker Series & WorkshopsGoal: Provide at least 40 students every week with the opportunity to learn about different industries, job posi-tions, career paths, and skill sets within the marketing sphere from industry expert speakers and workshops.Results: Hosted speakers and workshops for most weeks. Attendance numbers ranged from 55-75 members each week.Rating: ****

FALL QUARTER 2014October 7, 2014Speaker: Amy Bothman - Senior Account Executive at Yelp Inc.Amy, a Cal Poly alumna, spoke to AMA about Yelp’s mission statement and company. She showed members the functionality of the online urban city guide in rela-tion to active communities of locals.Attendance: 75

October 14, 2014Speaker: Stephanie Menges and Chelsea Kablin- News America MarketingStephanie Menges and Chelsea Kablin visited from News America Marketing’s San Francisco office to pitch their available positions in their Sales Development Program as well as go over strategies for career ad-vancement.Attendance: 65

October 21, 2014Speaker: Marina Acklin- Sherwin-Williams Marina Acklin ran a short info session on Sherwin-Wil-liams' Sales and Management training program and spoke about what Sherwin-Williams has to offer Cal Poly marketing students. Attendance: 55

October 28, 2014Workshop: Resume WorkshopStudents were shown effective strategies to use in crafting resumes. The Executive Board also reviewed members’’ resumes offering specific advice based on individual need.Attendance: 62

November 4, 2014Speaker: Al Moffat and Brian Hoar - Playing in the Big Leagues, Panel of Top Advertising ExecutivesAl Moffat, CEO, came to speak about their company Worldwide Part ners, the world’s largest network of independent advertising agencies. In search of hiring one to three college graduates, he did a brief overview of the qualifications for positions available within his company. Brian Hoar shared his experience on working with Playboy and the “What Happens in Vegas, Stays In Vegas” campaign.Attendance: 74

November 18 2014Speaker: Carlos Martinez, CSULB former AMA President on AMA Career ImpactCarlos spoke to AMA members on how to get the most of their experience within the club. Stressing the impor-tance of professional development, he recounted his success through holding positions on the AMA execu-tive board.Attendance: 55

5

WINTER QUARTER 2015January 13, 2015Workshop: Personal BrandingInteractive workshop engaging AMA members to define their personal brand and create a 30 second elevator pitch that will allow them to stand out to recruiters at the Spring Career Fair. Created and facilitated by Tiffa-ny Keller, vice president of Professional Development.Attendance: 60

January 27, 2015Speaker: Noelle Feist, Event Marketing Coordinator from MindbodyNoelle took AMA members through a day in the life of an event marketing coordinator for Mindbody. Using personal experience, she broadened interest amongst club members with an overview of her creative market-ing process.Attendance: 62

February 3, 2015Speaker: Greg Clefisch, Southern Wine & SpiritsGreg spoke about the work culture at Southern Wine & Spirits. He showed members some of the aspects of Southern Wine & Spirits that make the company a lead-er in alcohol distribution.Attendance: 59

February 10, 2015Speaker: Ron HarkeyRon, a financial guru and motivational speaker, spoke about his philanthropic efforts for the Wings of Honor program in Santa Barbara. He offered members an op-portunity to work with him on social media efforts for this US veteran focused philanthropic effort.Attendance: 57

February 17, 2015Speaker: Rick Herns, CEO of RHPRick Herns, owner of an award-winning event produc-tion company in the Bay Area, provided insight into the event production and entertainment industry.Attendance: 63

February 24, 2015Workshop: Marketing Career Conference PreparationWith the Marketing Career Conference coming up, this workshop is designed to prepare students to speak with various recruiters and hopefully land a job or internship.

March 3, 2015Speaker: Scott Dawson, Dean of the Orfalea College of BusinessDean Scott Dawson is new this year to the Cal Poly Orfalea College of Business. At this meeting, he would like to meet the various students engaged in academic business clubs and learn how he can better serve their needs.

March 10, 2015Last Meeting of the Quarter

April 7, 2015Speaker Eddy Villalobos, Manager of Consolidated Electrical DistributorsEddy will come to speak about the CED, which recruits at every Cal Poly quarterly career fair interested in sales and management. He will let AMA members know about internship opportunities locally and nationwide.

April 14, 2015Speaker: TBA

April 21, 2015Speaker: TBA

April 28, 2015Speaker: TBA

Corporate TripsGoal: Arrange three corporate tours this year. Each tour will focus on a specific industry in a geographic area of California with at least 18 members in attendance. The tours will provide members with exclusive access to companies’ marketing professionals, everyday business environment, and expand their industry network.

6

Rating: ***Results: Our fall quarter corporate trip was a success with 12 students visiting 3 companies during the day. Unfortunately, due to unforeseen circumstances, our winter quarter trip had to be cancelled. Planning, how-ever, continues for a Spring Quarter trip.

FALL QUARTER TOUR 2014 ****Marketing Corporate Trip to Santa Barbara to show members different sales and marketing positions in technology companies. The trip was also meant to show several different corporate cultures so members could see what resonated with them, such as corporate, startup, and engineering. Our trip took 12 people to Sonos, Appfolio, and Citrix. The trip went very well and some members are utilizing those connections in their job hunt now.

WINTER QUARTER TOUR 2015 **Our Marketing Corporate Trip to the Bay Area had to unfortunately be cancelled due to lack of availability of companies.

Corporate Promotions CommitteeGoal: Provide businesses with the opportunity to collaborate with Cal Poly AMA’s Corporate Promotions Committee to develop and execute marketing strate-gies. In return, committee members gain relevant work experience.Rating: ****Results: In a year, we tripled committee participation from 5 to 15 AMA members. We obtained two new local sponsors and are projected to secure two more before the school year ends.

Campus Power Hour Flyer Distribution [NEW] [ADDED]Rating: ****Goal: Distribute promotional materials for Downtown Boba and Woodstocks to Cal Poly students.Results: Successfully distributed 200 flyers and promo-tional materials within an hour.

Downtown Sponsor Outreach Day [NEW] [ADDED]Rating:****Goal: Connect committee members to current AMA local sponsors and obtain new local sponsorships. Results: Seven AMA members reached out to ten San Luis Obispo local businesses. Gained relative experi-ence in prospecting sponsorships and engagement with the community. The committee also followed up with our two current sponsorships with threadHUB and Downtown Boba to brainstorm upcoming events and marketing strategies.

threadHUB’s Campus Black Gift Box Scav-enger Hunt [NEW] [ADDED]Rating: *Goal: Provide members with an opportunity to partici-pate in a guerilla marketing campaign.Result: Our committee is planning to execute a guerilla marketing strategy for one of our local sponsors. We are planning to place fifty or more black gift boxes con-taining store vouchers hidden around campus. Through this, we are hoping to increase foot traffic and aware-ness towards threadHUB.

Dinner with TEKsystems [NEW] [ADDED]Rating: *Goal: Connect students with one of Cal Poly AMA’s cor-porate sponsors through a casual dinner event.Result: This event is set to take place February 26th.

Marketing Week [UPDATE]Rating: ****Goals:Host three professional development workshopsLeverage our Chapter Sponsor expertise in recruiting methods and career advice with an intimate networking eventsEngage at least 50 general members total in Marketing Week activitiesTailor each event to have a variety of learning objec-tives to benefit all grade levelsRESULTS

Met goal of hosting three professional development workshops

7

Leveraged our partnerships with TekSystems, Ora-cle and Woodstock’s Pizza to hold Marketing Week activitiesExceeded goal of engaging at least 50 total mem-bersHosted a variety of events that appealed to lower-classmen and upperclassmen

Professional Development Session Presented by Yelp and E&J Gallo WineryCal Poly marketing alumni were invited to speak at Cal Poly AMA’s weekly general meeting. Katie Hume and TJ Frank from E&J Gallo Winery shared about the wine industry, specifically noting their sales development program. Annie Larson and Amy Botham from Yelp discussed their role as Account Executives, detailing the competitive nature of a medium-sized tech company.Result: 86 members in attendance - goal of 50 mem-bers exceeded

Resume WorkshopHosted by TekSystems, Chapter Sponsor Laura Kline from TekSystems, one of Cal Poly AMA’s sponsors, agreed to host a resume workshop for AMA members at the local Pluto’s restaurant. We reserved a section of Pluto’s restaurant for a two hour session for members to converse with the TekSystems recruiters over a sponsored dinner. The recruiters provided feed-back in person and email for each member’s resume. Results: 20 members in attendance - Goal of 15 mem-bers was exceeded

Networking SessionHosted by Oracle, Chapter SponsorKym Flaigg, a college recruiter from Oracle, one of Cal Poly AMA’s sponsors, hosted a casual networking ses-sion at Woodstock’s Pizza, another Cal Poly AMA spon-sor. Students interacted one-on-one with current Oracle employees that have graduated in the last two years. Results: 27 members in attendance - Goal of 15 mem-bers was exceeded

Career DevelopmentPresented by Cisco Cisco Fest was not an event sponsored by Cal Poly

AMA, however, Cal Poly AMA advertised this event to provide an opportunity for marketing students to network with recruiters from a top tech company. Re-cruiters specifically asked for our members to attend to learn more about Cisco’s non-technical positions.Result: Received positive feedback from social media and members expressed interest in more tech-related career exploration options.

Recruiting Session and Club PanelPresented in BUS 100: Business Student Orientation and College SuccessDescription: Three Executive Board Members represent-ed AMA and the marketing curriculum to all Cal Poly Business Administration freshmen at a one hour panel. BUS 100 is a required course of all Cal Poly students majoring in Business Administration which allowed AMA to advertise its benefits while also recruiting po-tential new freshman members.Result: 15 freshmen students joined AMA after listening to Panel

37th Annual International Collegiate Con-ferenceRating: *Goal: Send at least 12 members to the 37th Annual In-ternational Collegiate Conference and participate in the following competitions:

Chapter Plan/Annual ReportAMA Collegiate Case Competition [chapter’s first time participating]Northwestern Mutual Sales CompetitionSABRE Business SimulationChapter Exhibit CompetitionMarketing Strategy CompetitionChapter T-Shirt CompetitionOutstanding Marketing WeekWebsite Competition

Result: Established team of 12 members who will be attending the International Collegiate Conference and participating in various competitions. It was also our chapter’s first time participating in the AMA Collegiate Case Competition.

8

The largest fund raising program conducted by this chap-ter of AMA is our annual Market-ing Career Conference. This event not only raises most of the funds needed to sustain the club from year to year, but also allows us to highlight all the great students who go through Cal Poly’s marketing concentration program. To continue in the Cal Poly’s “Learn By Doing” attitude the conference was orga-nized by the two student co-direc-tors on the AMA Executive Board and a marketing faculty member. To call the career conference a career fair for marketing students would be a drastic understatement. We implemented three career panels composed of industry professionals and AMA member moderators. This was a Q&A style discussion with professionals from different market-ing industries. Each panel focusing on a specific subject. We have also included a keynote speaker. Every year we try to make sure that our keynote speaker is from a different area within the marketing field such as analytics, advertising, technology focused marketing, and public rela-tions. This year to gain attention from higher profile companies we decided to use the career confer-ence as a platform for Cal Poly marketing students to shine. The hook we decided to use in order to best prove the quality of our stu-dents was to have them compete. This year was our third pitch style presentation competition. This competition will consist of profes-

sor nominated student projects from within the marketing curriculum. The teams will be judged by a group of marketing executives from different companies attending the Marketing Career Confer-ence in addition to our keynote speaker from Clorox. This competition highlights the hard work that our students put into their classes as well as showing the industry experience our students attain while still in school. All of this, showcases Cal Poly Marketing students are a step above others entering the field out of college. These pitch competitors are show-ing employers that Cal Poly Mar-keting students have what it takes to deliver immediate value to hiring companies. At the end of the day we hold a recruiting and networking session similar to a career fair. The fundraising aspect of our event is that each company participates at a certain sponsorship level. Our introductory level, priced at $500, includes a company booth table for recruiting students and the option to participate in a panel. This special price was used to attract new companies to participate. The silver level, priced at $700 provides the company with the same benefits as the introductory and in addition they get the opportunity to conduct a workshop for AMA and participate on the panel. Our gold sponsorship level is priced at $1,750. This pro-vides companies all the features

of the participant level, one year AMA club sponsorship, and their logo featured on advertisements for the confer-ence. Our highest level is the Plati-num sponsorship priced at $2,500. The keynote speaker also made a donation of $500. Our goal was to fund Cal Poly AMA’s professional development related programs; such as, corporate trips and etiquette dinners.

The Marketing Career Conference program includes:(1) a student showcase(2) career panels composed of in-dustry professionals and moderated by students(3) a keynote speaker who speaks to emerging trends in an industry and marketing(4) a recruiting session(5) student competition of school projects, judged by industry profes-sionals(6) a networking event with high profile guests Goal: Provide students with the opportunity to network, receive job opportunities, and showcase their marketing skills to larger and more

Marketing Career Conference

Networking at a career booth, MCC 2014

9

widespread companies than last year’s MCC. Host another pitch competition to showcase the talent of the students.Rating: *Result: Cal Poly AMA's Marketing Career Conference is set to take place February 27th on Cal Poly's campus.

MARKETING CAREER CONFERENCE PITCH COMPETITIONThe Marketing Career Conference Pitch Competition offers four main aspects:1) Recognition of outstanding marketing curriculum presentation by being nominated to compete2) Coaching sessions with the Orfalea College of Business’ Executive Partners for students to hone their presentation skills3) A high stake environment where students pitch to industry professionals, similar to the working world4) A showcase to the attending company recruiters and guests the product of the Orfalea College of Business’ Market curriculum, along with the talent and skills of the students.

The Pitch Competition is a tangible showcase of the skills marketing students acquire from their marketing classes, as well as a way for students to turn their class-room presentations into hard earned cash. Recruitment and awareness of the competition began in October 2014, with the AMA members attending various mar-keting classes to make announcements of the event. The faculty were also engaged to nominate students for the competition and to email all their students regard-ing the opportunity.

In mid-January, preparation for the actual competition started. An informational meeting was held with the students outlining the objectives of the competition, the commitment required, and the guidance offered along the way. At this point some students dropped from the competition. Those that continued along the competition were offered two coaching sessions with Executive Partners, where students have a chance to present their four-minute pitch and received immediate feedback. They are also required to participate in an in-ternal competition to determine which teams will com-

pete at the final event. The final practice is designed to be a peer-to-peer practice session. It is optional for the coaches to join the peer-to-peer practice session and offer more assistance.

The competition will be the opening event for the Marketing Career Conference at the end of February 2015. The audience is composed of students, marketing professors, company recruiters, and industry guests.

There are a total five awards presented, 1st to 3rd place in the core program category, 1st in the novice category, and an audience choice award. The audience members voted on the participants by texting in their votes, the results were collected in ten minutes. The awards were then presented by the Marketing Career Conference’s Keynote speaker Mary O’Connell, Senior Director, Global Digital Marketing, Social Media and Public Relations for Clorox.

Goals:Begin recruitment and raise awareness of the com-petition in Fall quarterHave seven competing students teamsHave seven coachesHave four judges

Results:Eight competing student teams signed upRecruited twenty-one professional coachesRecruited four judges

Pitch competition judges at the 2014 MCC

10

COMMUNITY & SOCIAL IMPACTBe The Match Video Competition [UPDATED]Rating: *Goal: Raise awareness for AMA’s national collegiate philanthropic partner Be The Match and participate in AMA’s “Students Saving Lives” video competition.Result: In the planning stages for a Be The Match video that we will be submit-ting to the Be The Match competition. We have been in contact with Cal Poly SLO’s local Be the Match chapter and have a plan in place for a video. The plan for the video is a “Mini-documentary.” This video will be a narrative primarily driven by in-terviews with the family affected and Be The Match regional representatives.

Wings of Honor So-cial Media Campaign [NEW] [ADDED]Rating: *Goal: Utilize social media to raise aware-ness for Wings of Honor, a philanthropic US veteran focused program dedicated to commemorating the historical signifi-cance of the Marine Corps Air Station in Santa Barbara.Result: Currently forming a team of club members who will meet with Wings of Honor organizers to create and execute a social media campaign designed to raise awareness and funds for Wings of Honor.

Family Care Network University Union Booth [NEW] [ADDED]Rating: ***Goal: Increase awareness for Family Care Network, Cal Poly AMA’s local philan-thropic partner.Result: Held a booth during a high traffic time on campus and distributed over 100 flyers for Family Care Network’s Miracle Miles for Kids.

Family Care NetworkRating: **Goal: Partner with local nonprofit to get involved in the community as well as assist with promoting their events. Result: We participated in three volun-teer events with two members attending each one. This attendance was lower than expected and will be something to look upon improving for future opportunities

Woodstocks Movem-ber Flyer Distribution [NEW] [ADDED]Rating: ***Goal: Raise awareness for Woodstock’s Pizza’s Movember philanthropic event. Movember’s purpose was to raise funds to support men’s health.Result: Distributed over 150 flyers during a high traffic time on campus to adver-tise Movember to students. Funds raised through the event went to the Movember Foundation, an organization dedicated to “improving the lives of men affected by prostate cancer, testicular cancer and

Two Exec Board members at a Family Care Network fundraising event

11

FUNDRAISINGMarketing Career Conference Corpo-rate SponsorshipRating: **Goal: 20 Corporate Sponsors with $20,150 in generated fundsResult: 19 sponsors with $12,200 in revenue

Fundraiser at Local BusinessesRating: **Goal: Host two fundraisers per quar-ter with local food businesses.Result: We held three food fundrais-ers so far this year. These fundraisers resulted in limited success.

Local Business SponsorGoal: Acquire at least two new local business sponsorships by the end of this academic yearRating: ****Result: Obtained two new sponsors with quarterly interactions. In couple months time, we are forecasting for two additional sponsors. As of now, our raised revenue for local sponsor-ships total $1050. Downtown Boba = $250 Woodstocks = $400 ThreadHub = $150 Sidecar SLO = $250

MEMBERSHIPRecruitmentRating: ****Goal: Recruit 50 new members and renew 30 memberships. We are targeting students with majors in Business, Economics, Graphic Com-munication, Public Relations, Com-munication and Journalism.Result: Recruited 84 new members thus far and continuing to renew memberships throughout Winter Quarter.

Marketing MentorsRating: *Goal: Provide AMA members guid-ance in their social, personal, profes-sional, and academic aspirations.w

Result: The AMA Mentoring Program is currently underway and we’ll be assigning mentors in the coming weeks.

Member SocialsRating: ***Goal: Encourage new and existing members to participate in events outside of weekly meetings.Result: Member participation ranged from 8 to 25 people. Some events were more successful than others. More students however are attending events outside of our weekly meetings to ask questions, meet new people, and destress from their hectic schedules.

The Corporate Promotions committee marketing a sponsor in the University Union

AMA Member Profile

12

ACTIVITY: AVILA BEACH KICK-OFFDate of Event: Friday, October 3, 2014Kicked off the school year with a beach trip to Avila Beach. This activity gave new general members a chance to meet up-perclassmen general members and board members. This event resulted in a positive turnout of interested students, ranging from freshmen to transfers. Attendance: 20

ACTIVITY: HALLOWEEN MOVIE NIGHTDate of Event: Friday, October 17, 2014Got in the halloween spirit with an intimate movie night. We had sweet treats and shared plenty of laughs.Attendance: 11

ACTIVITY: BOWLING NIGHTDate of Event: Thursday, November 6, 2014This was a great interactive activity. It was a lot of fun and it was a relaxed setting to meet more people. Attendance was lower than expected because of time conflicts with classes amongst members. Attendance: 8

ACTIVITY: OCOB SCAVENGER HUNTDate of Event: Friday, November 14, 2014Held a joint social event with two other business clubs, Financial Management Association and Cal Poly Ac-counting Club. The event involved a scavenger hunt around downtown San Luis Obispo and offered mem-bers an opportunity to meet students in other concen-trations in the business school. The event culminated in a dinner at Woodstock’s Pizza, one of Cal Poly AMA’s local sponsors.Attendance: 30 with 8 being AMA members

ACTIVITY: NEW YEAR KICKOFF EVENTDate of Event: Friday, January 9, 2015This event was a potluck dinner to kickoff the new quarter and new year.Attendance: 25

Member AppreciationRating: **Goal: Become acquainted with each member and in-crease member-to-member interaction.Result: Due to the sharp increase in membership (greater than 100% increase for the 2014-2015 school year), it has been difficult to become familiar with every member. However, the social events have proven to be a successful networking tool for students of all years as they look for jobs/internships and people with similar interests.

AMA members at Bowling Night in Mustang Lanes!

13

WebsiteRating****Goal: Provide a functioning website that is user-friendly, informational and accurate. Win first place in web-site competition.Results: Our website received nearly 200 views per day, with active use of our Careers Page and tips to get the most of membership. According to our members, the functionality of our site is user-friendly and they value the accurate information that is updated regularly. We also imple-mented Google Calendar to sync our online site to be immediately updated.

Social MediaRating: ** Goal: To extend our social media reach to increase our club aware-ness online by the following num-bers:Facebook: Increase by 100 likes Instagram: Increase 100 more fol-lowersPinterest: Increase 15 followersResults: Although we have in-creased our Facebook followers to 544 likes, we were not able to increase Instagram and Pinterest followers by our goal amount. However, we have created two NEW Facebook groups for our AMA chapter. First, we have created an Executive Board group that is used to communicate with other board members, share images/links, and to increase the channels of infor-mation spread for our executive

board. We also created an Cal Poly AMA ‘14-15 Facebook group for our members to participate in. This group allows members to share their projects with our members, ask questions about AMA, and to learn about what AMA has to offer from our board members who are actively posting on the page. The page is a place where members can learn when committee meetings are, what fundraisers we’re hosting, and see pictures from Cal Poly AMA events.

Club ApparelRating: ***Goal: 90% of active members wear club t-shirts to weekly meetings and create and sell ‘Spring Shirt’ with a profit margin of 30%.Results: 60% of our members wear their shirts to the weekly meetings. We are looking to increase this number since new members are still receiving shirts. We have yet to create and sell our ‘Spring Shirt’ but we did accomplish reducing our shirt inventory down by 50%. This has been through t-shirt sales as well as members receiving shirts for becoming an official member. We chose not to order new shirts this Fall for new members to re-duce costs. This saved our club an additional $1000 which will help increase our marketing budget for the ‘Spring Shirt’ order. This order will be placed by February 22.

Email CommunicationRating: **Goal: Reach over 75% open-rate of our target market through weekly and bi-weekly emails, that promote meetings, speakers, and profession-al development opportunities.Results: We have increased our open rate to over 40% on average for our emails. Although this is not a 75% increase, it is on average higher than last year’s rate. The smaller average is due to the fact that we have increased our email list by over 150 emails. With such a drastic increase in email recipients, we can expect a smaller percentage of opens.

Print MarketingRating: *** Goal: Design, print, and distribute at least one flyer for each AMA event that is visually appealing and informative.Results: Our VP of Graphic design has been able to produce multiple designs for each AMA event. Each AMA event has had 1 ‘poster-sized’ flyer and 1 square ad for social me-dia (including Facebook and Insta-gram). The flyers are also digitally sent to our members in our weekly emails as well as event-specific emails.

INTERNAL/EXTERNAL COMMUNICATIONS

14

CHAPTER OPERATIONSNew Board TransitionsRating: ****Goal: Establish a strong Executive Board with clear, consistent professional and personal goals.Results: Our Presidents acted as strategic managers to brainstorm, research and establish yearly and quarter-ly club objectives for executive board transitions. We drafted job descriptions to ensure that the responsibil-ities of the position were concise and met the needs of the Chapter.

General MeetingsRating: ****Goal: Streamline weekly meeting process and flow to ensure all board members are actively engaged in all aspects of meeting and increase overall professional-ism.Results: Our weekly general meetings ran smoothly by assigning specific tasks to the Executive Board. In shifts, each person was in charge of greeting at the door, setting up the Powerpoint, organizing the food, dealing with membership payments, and socializing with the members.

Year-to-Year Board TransitionsRating: *Goal: Organize AMA Board Roles for smoother transi-tions from year to year.Results: We planned an event for current executive board and previous executive board. The goal is to train new members, facilitated by current and new Presi-dents. Subgoal is to build camaraderie for new board.

Chapter PlanRating: ****Goal: Develop an overarching plan to set obtainable and reach goals for our Chapter.Results: Our Chapter Plan set up an obtainable baseline for the various goals in our Chapter

Annual ReportRating: ***Goal: Achieve all Chapter Plan goals.Results: Our Annual Report accurately reflects our ac-complishments and areas for improvement.

Cal Poly AMA Exec Board organizational chart

15

INCOME (BUDGET) ACTUAL:Membership ($5,700) $6,984.00Guests Food Sponsor ($750) $250Apparel ($200) $120.00Fundraising Rev ($750.00) $41.50Grants ($14,500) NTs and Tours $18,000Sponsors ($750) $250Tour Trips ($1,350) $230Total: ($24,000) $25,875.50

EXPENSE:Marketing Expenses ($250) $150Member Prizes ($50) $205.78Member Fees ($3,200) $3,619Apparel ($1,600) $531.97Food- Meetings ($2,990) $3046.91Social Events ($300) $178.79Misc Operations - eg. website ($150) $36.34Fundraising Efforts ($100) $31.06National fees ($10,000) $8,000Corporate Tour Fees ($4,500) $900Marketing Career Conference ($5,064.30) $3,141.76TOTAL : ($28,204.30) $19,841.61

BUDGET

ACADEMIC YEAR 2014-2015 ACTUAL BUDGETIncome - Expenses = $25,875.50 - $19,841.61 = $6033.89

Thank you for reviewing our annual report!– The Cal Poly AMA Executive Board