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02 Our Vision, Mission & Mash-ups

03 Professional Development

05 Community Service

06 Fundraising

07 Communications

08 Membership

09 Chapter Operations

10 Financial Statement

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ICAMAMASH-UPS The Ithaca College chapter of the American Marketing Association (ICAMA) has been stable with its success in past years. This year, however, the chapter faces the challenge of working with an entirely new executive board. As a board, we will devote this year to mixing and mashing up our knowledge, strategies, passions, strengths and weaknesses, trying to make this year even more successful than in the past. In order to increase our credibility, goodwill, and impact on the Ithaca College campus, we have vowed to, “be more and do more.” Ithaca College is a liberal arts college, focused on incorporating diversity into career preparation. The idea is to mix and mash our thoughts and ideas to better understand our strengths and weaknesses and our potential role in the marketing world, eventually leading to a well-rounded career path. This year we have undertaken the extra, yet necessary, steps to ensure that our members are mashing their accomplishments to assist with their current ambitions and better prepare them for their future careers, in whatever industry that may be. OUR MISSION The mission of the Ithaca College student chapter of the American Marketing Association (ICAMA) is to be one of the leading professional student organizations on campus by furthering the professional development of students through leadership training and involvement in the field of marketing. This is done through group activities such as the creation of marketing plans, participation in national competitions, fundraising, marketing workshops and community service. When one becomes a member of AMA, they become a member of an organization, which currently has over 40,000 members worldwide. The new member also becomes part of the Ithaca College American Marketing Association family. The AMA serves many levels of marketing practitioners, executives, and students. Together, the AMA and its members represent leadership in marketing, both for today and for the future.

STRENGTHS: OUR FACULTY ADVISOR is extremely committed and has been with the IC chapter for many years. THE ITHACA COLLEGE CAMPUS RECOGNIZES ICAMA as a popular organization not only within the School of Business but across the entire college campus. NON-PROFIT MARKETING OPPORTUNITIES Ithaca College is located in an area where not-for-profit organizations flourish, allowing our members the opportunity for involvement with the community. A FRESH START This year ICAMA is starting with a completely new executive board, which gives an opportunity for a fresh start and a fresh point of view. OUR BOARD MEMBERS derive from an eclectic background in the areas of mass communications, marketing, international business and finance. CHAPTER PARTNERSHIP ICAMA has built a strong relationship with many other organizations on campus giving us a stronger image and increased potential for holding larger scale events. THE ITHACA COLLEGE CAMPUS As a medium-sized, liberal arts college, the campus is saturated with opportunities to aid in marketing for other organizations. Academic, administrative, and extra-curricular groups commonly request help, giving AMA general members an opportunity to dabble in various forums.

WEAKNESSES: FUNDING ICAMA receives minimal funding from Ithaca College and the Ithaca College School of Business. This is important because our beginning balance is very low. A NEW BOARD Our completely new executive board has a lack of experience. EXTERNAL COMMUNICATION Our chapter has not done a sufficient job keeping in touch with alumni. CHAPTER MEETINGS Due to our college’s loose schedule there is no one specific time all students are free MULTI CLUB MEMBERS Not all of our members are strictly loyal to AMA, they hold positions in other campus organizations. This results in competition between clubs for their time and effort.

GOALS 100% MEMBERSHIP SATISFACTION We want to make sure that our members are getting hands-on experience and have the opportunity to work on different aspects of marketing. We hope to achieve full satisfaction over the course of the next year, measured through semi-annual surveys. BUILD AN EXTERNAL ALUMNI BASE from past members of the ICAMA chapter. We hope to hold a database with at least ten (10) alumni who are willing to donate their time to supporting the ICAMA chapter. END COMPETITION with other Ithaca College organizations. In order to do so, we will utilize the School of Business Events Calendar more effectively to avoid scheduling events with other organizations

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ICAMAPROFESSIONAL DEVELOPMENT Mash-up: “The reason most people never reach their goals is that they don't define them, or ever seriously consider them as believable or achievable. Embrace change; winners can tell you where they are going, what they plan to do along the way, and who will be sharing the adventure with them. True success can be defined by your ability to adapt to changing circumstances.” -Denis Waitley & Connie Sky

Goal: To enhance the professional development of our members through professional workshops, fundraising events, team projects, leadership opportunities, the Nintendo Case Study, volunteer work, and on-campus partnerships. Objective: Through workshops, events, and training sessions, our members will gain expert knowledge on how to succeed in the competitive world, and put them at the forefront for success in the real world.

PROFESSIONAL SKILLS DEVELOPMENT

CAREER SERVICES (fall/spring) Meet with Career Services weekly on events they are holding around campus and develop a closer relationship with staff. We can then better encourage students to take part in skills programs, preparing them for life after college. Students will be better placed to succeed in the professional world. Goals: Hold workshops on networking, resume building, and

job-finding Establish environment where IC students feel

comfortable approaching Career Services for help Hold 2 workshops Fall semester, and 2 Spring semester

through AMA

ETIQUETTE DINNER (Pending) Plan and execute the annual Etiquette Dinner in partnership with Sigma Iota Epsilon and Career Services. The Professional Development team will brainstorm potential local professional attendees and reach out to them. We will also recruit an attractive keynote speaker. The event allows students to network with these professionals and enhance their knowledge of what it means to be a leader while instilling appropriate etiquette in business meal situations.

Goals: Bring in 10-15 professionals from campus and the

community Find one professional speaker Increase student attendance by 10% OTHER EVENTS (fall/spring) Schedule and participate in other learning events on our own or in cooperation with other organizations on campus. These include: Marketing Week events Field trips (Stew Leonard’s grocery and others are possibilities) Regional AMA Conference Others will be planned as opportunities arise Goals: Hold or participate in at least one substantive

professional event per month Maximize ICAMA member attendance and participation Draw potential new recruits through non-member

attendance

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HANDS-ON-PROJECTS

AMA COMPETITIONS CASE STUDY (fall) Identify and evaluate market opportunities, analyze market segments and our target market, and plan and implement a marketing mix that will meet Nintendo’s objectives. We will also develop an effective Integrated Marketing Communications strategy for Nintendo. Members will gain experience in putting together a professional case study by working through steps of the marketing strategy. Goal: Prepare and submit a competitive AMA Case

Study entry.

AMA SAVES LIVES (spring) Research organ donation and basic facts (why it is important, how many people are donors, implications). Utilize our Communication School AMA members for the filming and editing process of this video. Goals: Prepare and submit a competitive AMA Saves

Lives video entry. Increase awareness of the need for organ

donation on our campus and in the wider community.

OTHER AMA COMPETITIONS (fall/spring) Participate in other AMA competitions, as appropriate, including Marketing Week, Website Competition, and/or one of the AMA International Conference competitions. Goal: Compete in at least two other AMA

competitions.

NON-AMA COMPETITIONS YELLOW PAGES ADVERTISING CHALLENGE (spring) Develop an effective advertisement for Leaf and Lawn Landscape that can be displayed in future Yellow Pages, utilizing our Advertising and Design team. Conduct extensive research on the company and competitors. Members will gain real-world project experience, honing their marketing communication skills. Goal: Prepare and submit a competitive Yellow

Pages Challenge entry.

COLLEGIATE ECHO DIRECT/INTERACTIVE

MARKETING CHALLENGE (fall) Develop an integrated marketing plan to raise awareness of the lack of clean drinking water in the world. Reach out to local sponsors and on-campus organizations for support, such as Senior Class Cabinet and IC American Red Cross. Gain community support in our goal to develop this campaign by contacting local vendors for donations and promotion. Utilize Advertising and Design branch of AMA for flyers and other promotional ideas. Members will benefit from further experience working on a large-scale integrated marketing plan. Goal: Prepare and submit a competitive ECHO entry.

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ICAMACOMMUNITY SERVICE Mash-up: “What are you doing for others?” asked Dr. Martin Luther King, Jr. Well… Goal: To “Mash Up” our community service opportunities to span not only the Ithaca community, but also organizations country and worldwide. Objective: Utilize our marketing skills for promotions, marketing campaigns, special events, etc. which benefit local and national organizations.

FALL SEMESTER MARKETING SERVICES (FALL) Provide marketing planning and creative services to other groups in the broader community. Multiple Sclerosis Awareness and Red Cross are likely partners. Goal: Conduct at least one hands-on project during each

semester. BUILDING HOUSES, BUILDING HOPE (OCTOBER) Spend a day at local Habitat for Humanity build site working on a house. Goal: Have entire e-board & at least 20 general members

participate. IC AMA (I SEE AMA) (OCTOBER/NOVEMBER) Create flyers for ICMSA’s annual dance Assist IC Big Brothers, Big Sisters with marketing their toy drive. Goal: Have at least 5 AMA members work on

advertisements/donate A “PEACE” OF HOME OVERSEAS (NOVEMBER) Invite all students to create holiday cards to send to our troops overseas. Goal: Send over 100 cards to troops in Iraq & Afghanistan. REUSE-A-SHOE November – (DECEMBER) Host Nike’s Reuse-a-Shoe drive to help build athletic courts in underprivileged cities. Goal: Administer program to collect 100 pairs of shoes.

SPRING SEMESTER MARKETING SERVICES (SPRING) Provide marketing planning and creative services to other groups in the broader community. Goal: Conduct at least one hands-on project during each

semester. HELPING PEOPLE HELP THEMSELVES (FEBRUARY – MARCH) Run another clothing drive for the Women’s Opportunity Center. Goal: Collect over 100 items of clothing. CELEBRATE, REMEMBER, Fight Back (MARCH) Objective: Put together a team to represent AMA at this year’s Relay for Life. Goal: At least 5 general members participate, raising $100. BUILDING HOUSES, BUILDING HOPE (APRIL) Spend a day at local Habitat for Humanity build site working on a house. Goal: Have entire e-board & at least 20 general members

participate. LOOK, TOUCH, LISTEN, DISCOVER (AND PLAY!) (MAY) Plan and market a Kan Jam tournament to benefit the Science Center. Goal: Have at least 20 participants, 4 from AMA; raise at

least $100.

“Never doubt that a small group of thoughtful, committed citizens can change the world: indeed, it’s the only thing that ever has” ~Margaret Mead

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ICAMAFUNDRASING Mash-up: “You can have brilliant ideas, but if you cannot get them across, your ideas will not get you anywhere.” -Lee Iacocca Because… Goal: To take advantage of as many fundraising opportunities as possible in order to raise $3050 to cover costs for the Annual Collegiate Conference in New Orleans. Objective: Raise enough money to pay the hotel, ground transportation (not airfare) and conference fees for 10-12 of our most dedicated and involved members at the annual AMA International Collegiate Conference while still retaining a higher budget for 2011-2012.

FALL SEMESTER

SPRING SEMESTER

CHICKEN WING FLING: (OCTOBER) Introduce the Ithaca College AMA chapter to the rest of the student body, make an impression, and jump-start our marketing week. Goals: Raise $700 Increase attendance by 20% BANNER CONTEST: (OCTOBER) Put a team together to a team that can create a winning banner for “Fall Splash” (homecoming/ alumni weekend). Goal: Win $250

ETIQUETTE DINNER: (PENDING) Attract attention and create relationships with Sigma Iota Epsilon. Communicate our chapter message and build entrepreneurial skills. Demonstrate professional behaviors to students. Goals: Raise $600 Increase attendance by 10% CORTACA JUG: (NOVEMBER) Organize and sell face decals before Ithaca College’s rivalry football game. Goal: Raise $200

MY VALENTINE: (FEBRUARY) Create an adequate and warming environment for students to communicate over Valentine’s Day. Goals: Raise $200 Increase attendance by 30%

T-SHIRT SALE: (FEBRUARY) General members will work together to create and sell Ithaca college specialty T-shirts. Goal: Raise $800 POKER TOURNAMENT FUNDRAISER: (MAY) Create an enjoyable and relaxing environment before the finals kick-in. Also, we would like to end the school year with an positive impression of our capability as professional members. Goals: Raise $300 Increase attendance by 20%

“Passion makes the world go round. Love just makes it a safer place.” ~Ice T

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ICAMACOMMUNICATION Goal: Everyone one has either own unique way of communicating and when we all mash our idea together that is when we are the most successful. Objective: Ensure that members and the college community obtain useful information regarding meetings, speakers, community service programs, events and fundraising projects. INTERNAL COMMUNICATION WEEKLY EMAILS Issue weekly email blasts to keep members updated about future events and upcoming meetings. We have created an extensive email list of members and prospective members through Club Fair, interest meetings, and general body meetings along with meetings with the faculty of the marketing department. GOOGLE CALENDAR Google Calendar is an online organizational tool that allows board members to schedule meetings based on everyone schedules and for everyone in view when meetings are. By utilizing an online resource such as this, the board will work in sync with one another. Google calendar allows the board to work directly together as a team. EXTERNAL COMMUNICATION WEBSITE The website is a resource for member and non-members alike. For members, the website provides a schedule of future organization events as well as membership forms and previous chapter plans. For non-members, the website provides general information about the organization such as what the American Marketing Association exactly is and the mission of the Ithaca College chapter. The website will be updated on a weekly basis of what’s currently going on with AMA. FACEBOOK The Ithaca College AMA chapter Facebook group has executive contact information easily accessible along with our chapter website. By having an updated Facebook group, the chapter can track the careers of previous members and demonstrate to the members’ possible career paths. Ithaca College alumni are a resource as inspiration for our members. Maintaining the lines of communication with previous members allows the ICAMA to keep in

regular connection with the alumni. Listing events such as upcoming speakers, seminars, and fundraisers allows members to monitor the organization’s activities. Facebook can also be used as an outreach tool to students who are not members, getting them involved with the group. TWITTER Twitter is a networking tool to connect the whole AMA group and lead to productive interactions. Some of these interactions have led to new ideas; others have led to temporary collaborations while still others have led to ongoing projects over time. FLYERS Traditional means of advertising is also used. Fliers, postcards, and posters are placed all over campus to raise awareness about AMA and our groups activities. LCD/POWERPOINT In all the academic buildings there are television screens that post current events and announcements that student organizations have. AMA uses this as a way to advertise to students who would not normally be exposed to our club. INTERCOM Ithaca College’s Intercom is an excellent communication device that allows the Ithaca College community to see or hear what is going on. It functions as an accessible website that students, faculty, and staff can view. Also the site will send out weekly e-mails of updated and current event updates along with lectures, fundraising events, and other important information.

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ICAMAMEMBERSHIP Mash-up: “Individually, we are one drop. Together, we are an ocean,” -Herbert Croly Those oceans create possibilities because, …

Goal: To “Mash Up” our participation by maintaining our overall membership of 53 members from last year and to maintain an active membership of 35 members exceptionally dedicated to our organization, who have successfully participated in over half of our events. Objective: To implement successful recruiting methods to attract new membership and retain current membership by “Mashing Up” various focus areas. Encourage our members to be as active as possible in order to increase individual professional development.

DEMOGRAPHICS: A “Mash Up” and collaboration of diverse members is crucial to ensure the success of our wide range of projects. Our current body has:

10 members pursuing non-traditional business majors.

Membership by class year:

FOCUS: RECRUITMENT This semester, our Chapter has participated in:

Ithaca Organization Fair

Business School Fair (At each fair, we set up a table and had many current members talk with prospective members)

Goals: Increase awareness and education of our

organization on the Ithaca College campus. Maintain overall general membership level. FOCUS: RETENTION We will increase retention through encouraging group collaboration on tasks and taking on a “mix” of diverse projects to meet the interests of all our members. This year’s retention rate is currently at 95%. Goal: Continuous attendance and participation by 75% of

our members present at first meetings

FOCUS: PARTICIPATION To “Mash-up”, each member is encouraged to participate in more than one area of focus to get increased exposure to important aspects of marketing. Goal: To increase participation through attractive

Professional Development and other activities. We will expose members to different aspects of marketing and business through specialization.

…“Had it not been for the Atlantic Ocean and the virgin wilderness, the United States would never have been the Land of Promise.” ~Ryunosuke Satoro

Freshman

Sophomore

Junior

Senior

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President

Executive Vice President

VP of Communication

VP of Communitiy

Service

VP of Finance

VP of Professional Development

VP of Advertisement

and Design

VP of Fundraising

VP of Membership

ICAMACHAPTER OPERATIONS

EXECUTIVE BOARD STRUCTURE

ANNUAL ELECTIONS Each year the previous board elects a new e-board to fill in open positions for the following year. In addition to the application process, each candidate has an individual interview with the board. The interview is to ensure the candidate is qualified for the position. Since the previous board is involved in electing the new board, this allows for improvement with every new election cycle.

MID-SEMESTER GENERAL MEMBER SURVEY This new survey will give the executive board feedback on what members are thinking about the association. It will also allow suggestions for improvements during the next semester.

WEEKLY E-BOARD MEETINGS

Weekly meetings allow the e-board to confer about issues, stay connected, and discuss new event ideas and plans. Staying connected is imperative for a board to work together as a team throughout the semester. Meetings are every Sunday at 9:00pm.

WEEKLY ICAMA GENERAL MEETINGS Weekly general meetings focus on getting general members to be hands on in our monthly projects and events. To insure that all members have a say we have votes at the beginning of each meeting. Meetings are every Monday at 8:00pm. .

SPECIALIZATIONS To extend management to the large volume of projects our Chapter takes on, we have four distinct areas of specialization in which members have the opportunity to participate. The specializations include:

Professional Development

Community Service

Fundraising

Advertising and Design POINT SYSTEM This year we have installed a Membership Point System. Members receive points based on their involvement in professional development workshops sponsored by our organization and others on campus. Exemplary contributions to each project will be rewarded.

Weekly meeting attendance (1 pt)

Event attendance (2 pts)

Ad developed and used (2 pts)

Ideas and participation (1-3 pts)

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ICAMACALENDAR OF EVENTS

SEPTEMBER Weekly general meetings Weekly board meetings Student Organization Fair

OCTOBER Weekly general meetings Weekly board meetings Marketing Week Chicken Wing Fling

Fundraiser Alumni Weekend

Campaign Banner Contest Multiple Sclerosis

Campaign Habitat for Humanity

build Red-Cross Campaign Chapter Plan Due Website Competition Due

NOVEMBER Weekly general meetings Weekly board meetings Cortaca Jug Fundraiser Etiquette Dinner Nike Shoe Drive Stew Leonard’s Danbury

Store Marketing Week Entries

Due

DECEMBER Weekly general meetings Weekly board meetings Case Study Completion

FEBRUARY Weekly general meetings Weekly board meetings 2010-11 Board Selection Valentines Day

Fundraiser T-Shirt Sale

MARCH Weekly general meetings Weekly board meetings Annual Report Due AMA Saves Lives due International Collegiate

Conference Relay for Life

APRIL Weekly general meetings Weekly board meetings Clothing Drive Yellow Pages

Competition DMF ECHO Challenge

MAY Weekly general meetings Weekly board meeting E-board Turnover Poker Tournament

Fundraiser

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ICAMAFINANCES

Mash-Up: "Money is like a sixth sense - and you can't make use of the other five without it.” Therefore… -William Somerset Maugham BUDGET 2010 - 2011 Beginning Balance $17.00 Revenues Projections Membership Dues $700 Student Government Funding $3,000 Corporate Sponsorship $500 Fundraising Events $1,175 Poker Tournament $250 Chicken Wing Fling $350 Valentine's Day Event $75 Etiquette Dinner $500 Donations from the Dean $1,000 Total Revenue $6,375

Expenses Programming $850 Speakers and guests $100 Catering Events $450 Year-End Banquet $200 Member Awards $100 Communications $125 Photocopying and Binding $75 Supplies (cartridges, batteries) $50 Conferences and Professional Development $3,400 Registration $1,500 Transportation $100 Hotel/Accommodations $1,800 Total Expenses $4,375 Ending Balance $2,017 “You should never spend your money before you have earned it.” - Thomas Jefferson

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