CHAPTER PLAN

2015-2016

The Wharton SchoolUniversity of Pennsylvania

TA

BL

E O

F C

ON

TE

NT

S

01 Chapte

r Overv

iew

02 Pro

fessio

nal Develo

pment

04 Com

munity

& S

ocial I

mpact

05 Fundra

ising

06 Mem

bership

07 Inte

rnal &

Exte

rnal

Com

munic

ations

08 Chapte

r Opera

tions

09 Cale

ndar Of E

vents

10 Budget

Cover image courtesy of Freepik.com

CHAPTER OVERVIEWMISSION

To cultivate an atmosphere conducive to increasing University of Pennsylvania students’ practical understanding of and professional interest in marketing, and to provide a forum for students, field experts, and community leaders to share their knowledge and creativity through experiential, educational, and social activities.

GOALS

As an organization, we have continually focused on providing our members with unique, innovative events that address the diverse opportunities available in marketing. While we organize a variety of initiatives for our constituents, we realize that in order to expand our footprint, we must look beyond the boundaries of our organization and rely on the collective knowledge of our members. As a result, we will focus our efforts this year on advancing the theme “Connect, Create, and Cultivate.”

This statement captures our overall goal to foster stronger connections among members of our organization. We want to engage our members, encourage them to share their experiences, and promote creative, inspiring ideas that further their involvement in marketing. Through this goal, we hope to not only do more as a club, but also enable members to make the most out of their involvement with MUSE.

With “Connect, Create, and Cultivate” we aim to:‣ Deliver valuable marketing experiences through conferences, case competitions, consulting and career fairs‣ Increase coordination between committees through at least 5 inter-committee collaborations and over 10 social events‣ Connect 350 individuals in the greater Penn community with marketing internships and job opportunities by

leveraging our extensive network of alumni as well as our relationships with corporate sponsors‣ Build 5 new corporate partnerships with companies interested in recruiting Penn students for marketing roles‣ Increase collective attendance at our conferences by 50%‣ Continue our strong showing at the AMA International Collegiate Conference, by sending at least 20 attendees‣ Grow end-of-year paid AMA membership—our numbers have remained stagnant for some years and we aim to

increase them by at least 30%‣ Connect and collaborate with at least 5 AMA chapters (professional and collegiate) to share knowledge and

improve collective learning

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Strengths‣ High brand awareness on campus as a professional, educational, and social

organization that provides rewarding marketing-focused experiences‣ Hands-on, experiential learning in strategy, research, tactics, design,

and execution via MUSE Consulting and Community Service Consulting branches

‣ Diverse educational opportunities that enhance member experience and provide exposure to all facets of marketing

‣ Successful track record placing in national and regional case competitions‣ Strong long-term partnerships with large, established corporations in

retail, CPG, advertising, consulting, and technology‣ Well recognized, consistent branding across all channels of communication

and promotion (e.g. social media, newsletters, and apparel)‣ Continued robust support from the Wharton Marketing Department

Weaknesses‣ Challenges in increasing coordination

between committees and leveraging expertise from different parts of organization

‣ Low interest on part of non-business majors in attending MUSE conferences

‣ Difficulty in cultivating community and increasing personal connections in a rapidly scaling organization

Opportunities‣ Continue to expand social impact initiatives through our Community

Service Consulting and Social Impact divisions‣ Increase communication with other AMA chapters to expand

knowledge base and improve learning‣ Improve institutional memory and carry over learning from year to

year‣ Improve talent management to ensure smooth transition between

executive boards‣ Leverage MUSE alumni network to bring in relevant speakers and

sponsors who can share experiences and relate to student interests and goals

‣ Foster connections between undergrad and grad students‣ Increase involvement in the surrounding Philadelphia community

Threats‣ AMA membership fee higher than the

$15 standard charged by other clubs on campus, resulting in difficulty attracting new AMA members

‣ Campus culture oriented towards investment banking and consulting, creating inherent barrier for marketing-related initiatives

‣ Increasingly strict administration policies that lengthen event planning time and reduce organizational agility

‣ Growing number of student organizations not only within Wharton but also Penn

S.W.O.T. Analysis

PROFESSIONAL DEVELOPMENTGOALS

‣ Invite experts and professionals across industries to host creative, thought-provoking events and workshops‣ Collaborate with 4 student groups to organize 4 speaker, panel, recruiting and/or career trek events while

increasing campus-wide participation‣ Engage 100 students in 4 case competitions, 12 consulting projects, and all AMA competitions‣ Connect all MUSE members with marketing opportunities at 15 different companies‣ Coordinate at least 2 job shadowing trips to advertising agencies, marketing firms, and/or leading brand

companies in New York, New Jersey and/or Philadelphia‣ Host innovative professional development events that highlight creative marketing campaigns and strategies‣ Establish more relationships with long-term corporate sponsors‣ Plan and execute events that create value for both our corporate sponsors and club members

STRATEGIES

‣ Promote professional development and personal growth of our members by delivering a steady stream of1. professional networking with companies and other student groups,2. educational marketing, and3. experiential learning opportunities that advance members toward their career and academic goals.

‣ Leverage personal connections (either those of our committee members or those of our club advisor) and our large member base to initiate conversations with companies for event collaboration

‣ Use our affiliation with the Wharton School to build brand credibility

1 | NETWORKING OPPORTUNITIES                     Connecting students to internships, full-time jobs, and entrepreneurial opportunities

Marketing, Advertising, Retailing, and Consulting Conference (MARC)The MARC (Marketing, Advertising, Retailing, and Consulting) Conference features top brands from those industries, providing students the opportunity to talk to recruiters at a host of events throughout the day. Objectives

‣ Organize a major recruiting event for the marketing, retail, and consulting communities at Penn

‣ Host a marketing case competition to further expose Penn students to real-world applications of marketing

‣ Organize an educational workshop showcasing strategies in the advertising industry

‣ Organize smaller-scale recruiting events to accompany MARC, e.g. networking lunch

‣ Host a keynote speakerImplementation

‣ Divide and conquer sponsorship efforts‣ Encourage individual committee members to

spearhead parts of the event they are passionate about‣ Create key relationships with other MUSE

committees (e.g. Finance) to facilitate the event‣ Collaborate with the Wharton Retail Club) to refine

logistics and increase attendance‣ Begin social media and digital presence early‣ Current Sponsors: Macy’s, Hain Celestial, Ralph

Lauren, Saks, Lord & Taylor, Gap INC, Burlington Coat Factory, Dick's Sporting Goods

Resume BookObjectives

‣ Facilitate the interaction between firms and students‣ Provide firms with a resource to identify top talent Implementation

‣ Digitally distribute members’ resumes to companies‣ Provide resources for members to polish their resumes

Exclusive Networking EventsObjectives

‣ Organize 3 exclusive networking events with corporate sponsors from 3 different industries

‣ Help corporate sponsors shift perceptions of their brands

Implementation

‣ Give students the opportunity to connect with recruiters in both small and large group settings and learn what it means to pursue a marketing career at the host company

‣ Create thoughtful event marketing to help corporate sponsors shift perceptions of their brand

Google NYC Career TrekObjectives

‣ Allow students to witness a day in the life of a Googler‣ Facilitate interaction between Google recruiters and

Penn students while demonstrating the strength of MUSE members and Penn students as potential hires

Implementation

‣ Agenda will include a general firm presentation, a tour of the legendary offices as well as lunch with current employees in Google’s “famous” cafeteria

‣ Leverage alumni network of former MUSE members now working at Google to facilitate trek organization

Startup Career TrekObjectives

‣ Host a career trek to mature NYC startups‣ Demonstrate the challenges and triumphs young

companies encounterImplementation

‣ Leverage alumni network to reach out to companies like Harry’s and Birchbox

Nielsen Professional Services Experience DayObjectives

‣ Invite students to learn more about Nielsen’s role in the market research industry with a visit to its Jersey office

‣ Provide the opportunity to network with current Nielsen Professional Services Associates

Implementation

‣ Participants will take a tour, interact in groups, and have one-on-one resume critiques with Nielsen associates

‣ Expose students to real examples of the insights Nielsen brings its clients

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2 | EDUCATIONAL MARKETING Experts and professionals educating students

Wharton Undergraduate Marketing Conference (WUMC): Regional ConferenceWUMC is an intercollegiate marketing conference for undergraduate students across the nation. In the past, students from Harvard, NYU, and University of Wisconsin-Whitewater, in addition to numerous local Philadelphia-New Jersey area schools, have come to Penn's campus to participate in the conference.Objectives

‣ Enhance professional development value to conference goers by zeroing in on specific marketing strategies that fall under the theme of T-5: Keeping You Interested in a 5-Second World

‣ Bring in speakers from industry to provide real-world examples and valuable perspective

‣ Explore the moral and ethical issues that emerge in business contexts

‣ Have a total of 200 Penn and non-Penn students attend Implementation

‣ Partner with Fortune 500 Companies such as IBM and Whirlpool as well as younger companies such as GrubHub

‣ Use a panel format to showcase a wide spectrum of perspectives and industries

‣ Reach out to over 25 AMA chapters from all over the country by leveraging AMA National Lists

‣ Partner with the Wharton Future of Advertising Program for potential speakers, funding and event promotion

‣ Market through email listservs, the MUSE website, digital and physical signage and social media

‣ Devise a unique guerrilla social media campaign with personalized profile pictures that relate to the theme

‣ Confirmed speakers: AKQA, Cadillac, IBM, GrubHub, NBC Universal, Whirlpool, Victors & Spoils, J.W. Thompson

Cross-Club EventsObjectives

‣ Partner with multiple campus groups to host events at the intersection of marketing and other fields

‣ Strengthen ties with other student groups, foster cross-club networking and camaraderie and boost attendance at events

Implementation

‣ Build on existing relationships‣ Leverage personal friendships as well as students

who are involved in campus groups besides MUSE‣ Reach out to newer clubs on campus to begin

building a relationship and help mentor them

MUSE E-Marketing Engagement (MEME) WeekObjectives

‣ Organize a weeklong digital marketing event for students to participate in interactive workshops

‣ Host 5 workshops and/or info sessions featuring 10 of the top companies in digital marketing to drive collective attendance of at least 100 students

‣ Engage students in building tangible skills and learning more about marketing careers in a low-stress environment

Implementation

‣ Highlight non-traditional format as a selling point: divide event into 5 workshops (social, design, analytics, strategy, and keynote) over 5 days

‣ Tie all days to a unique theme that has ample material, relevance and resonance for students

‣ Appoint a MEME chair who will run a committee dedicated to organizing MEME week

‣ Have the MEME chair meet with the MARC chair and the WUMC chair as well as the VP of Finance to discuss the logistics of planning a conference and receive advice

‣ Work collaboratively with other organizations (e.g. Wharton Customer Analytics Initiative, Future of Advertising Program) to expand our reach and find unique speakers

‣ Increase awareness and participation through a creative marketing campaign

Speaker EventsObjectives

‣ Host 5 speaker events that feature academics, executives, industry experts and entrepreneurs to shed light on their innovation and experiences in marketing

‣ Share thought leadership on a range of marketing-related topics across industries

‣ Provide students the opportunity to connect with potential employers at events

Implementation

‣ Gauge members’ interests to guide speaker and topic selection to maximize attendance and relevance

‣ Rely on our alumni network as well as contacts of committee members, MUSE board, the Philadelphia Chapter of the AMA, our faculty advisor, and the Wharton Marketing Department

‣ Confirmed speaker(s): Vikram Malhotra, Chairman of the Americas, McKinsey

3 | EXPERIENTIAL LEARNING OPPORTUNITIES Hands-on learning

Case CompetitionsObjectives

‣ Engage 25 different students in at least 4 international, national and/or regional case competitions

‣ Place in all of these competitionsImplementation

‣ Host an event targeted to students interested in joining a case team to explain different case competition participation opportunities this year

‣ Compile a database of resources useful for cases‣ Prepare with practice cases, workshops and

mentoring sessions run by students with extensive case competition experience

APT Case CompetitionObjectives

‣ Host a three-day case competition in conjunction with Applied Predictive Technologies (APT)

‣ Allow students to gain real world experience by taking on a case with a consulting team of peers

Implementation

‣ Ensure APT provides a real-world situation that stimulates problem solving and builds transferable skills

‣ Give students valuable insight through judges' comments and an understanding of an ideal solution

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MARC Case CompetitionObjectives

‣ Host a case competition in conjunction with Macy’s‣ Allow students to showcase their analytical talent to

recruiters at the MARC conferenceImplementation

‣ Work with Macy’s to create a challenging yet workable case

‣ Provide judges with competing students’ resumés so they may follow up with quality candidates

AMA Collegiate Case CompetitionObjectives

‣ Develop a comprehensive marketing strategy for Ice Breakers Cool Blasts and submit a written report

‣ Provide participating AMA members with invaluable hands-on experience

Implementation

‣ Recruit a case team with diverse yet complementary skills ‣ Engage in research, survey design, and data analysis

AMA Website CompetitionObjectives

‣ Enter the AMA Collegiate Website Competition‣ Use the competition as impetus to improve the websiteImplementation

‣ Seek feedback regarding aesthetics, content and functionality from a portion of the actual user base

International Case CompetitionObjective

‣ Send a MUSE team to an international case competition Implementation

‣ Make students aware of international case opportunities and how to register for them

MUSE ConsultingMUSE Consulting works directly with for-profit clients on semester-long projects. Each project has 1 Account Executive that leads the team and 4-6 Assistant Account Executives. Projects range from implementation-based marketing to strategy-focused goals. Examples of deliverables include market research, focus groups, business plans, and data analysis.Objectives

‣ Secure at least 6 consulting projects each semester for 32 student consultants

‣ Define scope of projects to include a balance of marketing research, strategy, execution, and design

‣ Grow, develop, and expand member skill sets through educational training workshops, both for general consultants as well as project leaders

‣ Generate resource or knowledge base filled with frameworks and deliverables from past projects

Implementation

‣ Cultivate relationships with past clients and contact startups to secure projects

‣ Continue to collect testimonials from past clients to contribute to a formalized pitch book to help recruit future clients and convert new leads to clients

‣ Create a development team for freshman interested in consulting but lacking in experience to prepare them to be an Assistant Account Executive for a real client the following semester

‣ Collaborate with Penn Libraries to hold a workshop training consultants in market research training

‣ Teach consultants a marketable skill set that is a true indicator of the quality of education MUSE Consulting delivers

COMMUNITY AND SOCIAL IMPACTGOALS

‣ Use our marketing knowledge and skills to help better our community‣ Promote awareness of marketing for social impact through initiatives and events to increase visibility and

integration of community service into MUSE‣ Differentiate the Community Service Consulting and Social Impact committees while promoting knowledge

sharing and synergies

STRATEGIES

‣ Develop speaker series focusing on corporate social responsibility in the academic and professional realms‣ Offer pro bono marketing consulting to non-profits

Community Service ConsultingObjectives

‣ Deliver effective consulting to non-profit clients to improve their marketing strategy and implementation

‣ Provide students with hands-on marketing experience while simultaneously enhancing the greater good

Implementation

‣ Create project teams, each consisting of one Nonprofit Engagement Manager and 2-4 Nonprofit Engagement Advisers

‣ Generate leads through community programs, volunteer websites, member contacts, and professors

‣ Discuss client needs and outline project goals, scope of work, and expectations in a Memorandum of Understanding for each client

‣ Hold regular discussion to help teams generate unique strategies to address common client marketing challenges and build their skill sets

‣ Have periodic team presentations to assess project progress, recognize efforts and position teams to best overcome challenges

‣ Fall 2015 Community Service Consulting Clients: Networks for Training and Development, the Enterprise Center, Mill Creek Farm, Alpha Pregnancy Services

Workshops for Nonprofit Marketing Consulting Objective

‣ Host a series of workshops to instruct students on strategies for consulting for non-profit organizations

Implementation

‣ Collaborate with marketing professors, Penn Libraries, and/or a consulting company

Small Business PartnershipsObjective

‣ Work with Philadelphia small businesses to create campaigns showcasing their social impact efforts

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Implementation

‣ Reach out to local restaurants/companies in person, by email and phone to cement partnership

‣ Determine how to best convey stories to resonate with students

People Analytics ConferenceObjective

‣ Teach students how to apply analytical and quantitative skills towards philanthropic or charitable problems

Implementation

‣ Coordinate with Wharton MBAs and professionals with experience effecting social change through the application of business and marketing principles

Social Impact Speaker EventsObjectives

‣ Demonstrate to students that business for good is good for business by inviting speakers to share their social impact marketing-related experiences in both the for-profit and non-profit sectors

Implementation

‣ Coordinate with the MUSE Executive and Community Service Consulting committees as well as other clubs such as the Wharton Undergraduate Giving Society (WUGS) or the Social Impact Consulting (SIC) Group and organizations such as the Wharton Social Impact Initiative

FUNDRAISINGGOALS

‣ Apply targeting, segmentation, and positioning to recruit corporate sponsors and MUSE Consulting clients‣ Raise at least $15,000 in revenue for the year STRATEGIES

‣ Raise funding for all MUSE programs through 1) Corporate Sponsorship Program, 2) MUSE Consulting, and 3) Community Partnerships

1 | CORPORATE SPONSORSHIP PROGRAM   Branding MUSE as the premier Penn organization to sponsor

Annual SponsorsObjectives

‣ Gain 3 annual sponsors who agree to long-term partnerships with MUSE‣ Raise a total of $1,000 from the program in exchange for pre-agreed benefits such as listserv access, campus re-

branding, and a series of corporate eventsImplementation

‣ Tailor pitch book to highlight MUSE’s value proposition and position it as the best Penn student organization to sponsor‣ Use a formal database system to coordinate and track corporate communications‣ Confirmed Events with Yearly Sponsors: APT Case Competition, Nielsen Professional Services Experience Day‣ Confirmed Events with New Sponsors: IBM Coffee Chats, ExxonMobil Coffee Chats

Event SponsorsObjectives

‣ Build 3 new corporate partnerships with companies that wish to recruit Penn students for marketing positions‣ Reinforce a strong reputation with companies by delivering valuable exposure that results in future upsell Implementation

‣ Customize annual sponsorship program for companies with smaller budgets who promise future long-term sponsorship

‣ Run awareness and sentiment surveys of current Penn students to demonstrate to companies potential areas of growth in their recruiting brand

‣ Demonstrate understanding of campus dynamics and student priorities such that companies recognize MUSE as the best means to connect with students

‣ Generate leads through speakers, local businesses, member and board contacts and the Wharton Marketing Department

2 | MUSE CONSULTING BUSINESS Providing consulting services to generate revenue

Objectives

‣ Secure at least 6 consulting projects each semester to raise revenue of at least $2,000‣ Define scope of projects to include a balance of marketing research, strategy, execution, and design Implementation

‣ Collect testimonials from past clients to expand and improve our formalized pitch book‣ Position MUSE Consulting as a budget-friendly option that delivers high value relative to price‣ Generate leads from professors, past clients, committee members, MUSE board, and the Wharton Marketing and

Entrepreneurship Departments‣ Identify startups globally and locally through network of contacts as well as the Wharton Entrepreneurship Club,

the Technology Entrepreneurship Club, and Weiss Tech House

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‣ Drive organic growth through Search Engine Optimization (SEO) so potential clients can find us when seeking consulting services

‣ Confirmed Fall 2015 clients: MHS Lift (2 projects). SPOR, SHURUA(R)T, Caveman Foods, PROHBTD, Real Food Works

3 | COMMUNITY PARTNERSHIPS        Leveraging community organizations as a source of funding

Objectives

‣ Obtain $1,000 in funds from collaborations with other Penn organizations‣ Expose MUSE’s brand to the broader Penn community Implementation

‣ Partner with The Wharton School and its subprograms such as the Wharton Future of Advertising Program and the Wharton Customer Analytics Initiative to generate club funding

MEMBERSHIPGOALS

‣ Introduce incoming freshmen to opportunities within MUSE‣ Educate Penn students about the opportunities and careers in the marketing field‣ Increase social elements, member interaction, and networking opportunities within MUSE‣ Leverage diversity of MUSE members' backgrounds to connect students with similar interests‣ Raise awareness of MUSE across all four of Penn's undergraduate schools‣ Increase AMA membership amongst the student bodySTRATEGIES

‣ Participate in campus events that offer opportunities for exposure to the MUSE brand, especially to freshmen‣ Host a variety of informal events such as dinners to allow connections in a less structured environment‣ Devise a comprehensive digital marketing strategy to promote joining the AMA

Opportunities for Exposure Objective

‣ Showcase benefits of MUSE throughout campus, encourage event attendance, committee applications and student body engagement

Implementation

‣ Participate in (1) Quaker Days Activity Fair, (2) Wharton Clubbing Night, and (3) Student Activities Fair

‣ Host a Wonderful Wednesdays at Wharton event‣ Send a board member to a Marketing 101 lecture‣ Collaborate with other clubs to promote events and

attract a broader cross-section of students‣ Promote events via email, flyers, the online landing

page for Wharton students, digital signage (LCD screens in campus buildings) and social media

‣ Create branded MUSE swag such as apparel‣ Maintain an up-to-date website, send weekly emails

and regularly post on MUSE’s social media channels‣ Apply for the Wharton Council WeCan awards to

gain recognition for outstanding club achievements that we can point to in attracting new members

Info SessionObjectives

‣ Host an info session on the benefits of joining MUSE‣ Educate on the roles of each committee, encourage

students to apply and answer any questions‣ Achieve collective attendance of at least 100

students in the Fall and at least 40 students in the Spring

Implementation

‣ Host two GBMs on two different days each semester to accommodate variation in student schedules and minimize impact of concurrent competing events

‣ Redesign PowerPoint presentation‣ Have breakout sessions following presentation for

students to talk in small groups and one-on-one with the VPs of committees they are interested in

MUSE HangoutObjective

‣ Provide an opportunity for prospective members to meet the board and ask questions in an informal setting before committee applications are due

Implementation

‣ Select a venue with a casual setting and sufficient space‣ Publicize MUSE Hangout at info sessions and by email

New Member Welcome Event Objective

‣ Welcome new MUSE constituents into the MUSE family and introduce them to current members

Implementation

‣ Use icebreaker games to get to know each other‣ Plan a dinner for all members, new and old

Membership EngagementObjectives

‣ Encourage member retention through social events‣ Create a congenial and supportive MUSE cultureImplementation

‣ Inform members of events early and send reminders‣ Gauge members interests to organize events that

are relevant and value-additive‣ Coordinate cross-committee events in order to

foster a club-wide sense of community‣ Upcoming Event(s): De-Stress with MUSE--Massages

Member and Alumni DatabaseObjective

‣ Maintain a database of MUSE alumni and current members with info such as graduation year and email

Implementation

‣ Keep database current by having each VP responsible for their committee members

‣ Ensure contact with students post-graduation by soliciting their non-university email addresses

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AMA Membership InitiativeObjective

‣ Increase Penn AMA membership by 30%Implementation

‣ Have faculty advisor discuss the benefits of AMA membership at our info sessions

‣ Encourage students eligible for AMA awards to join

‣ Have committee VPs devote some of their meeting time to discussing the benefits of AMA membership

‣ Devise a digital marketing strategy: Write alternate lines of copy, identify places to feature a sign-up link; track clicks to determine the best way to inspire sign-ups

‣ Conduct focus groups to determine student hesitation and potential confusion regarding AMA membership

INTERNAL AND EXTERNAL COMMUNICATIONSGOALS

‣ Build MUSE’s brand as a professional and innovative student organization through strong media presence across platforms: email, website, Facebook, Twitter, LinkedIn, Instagram and GroupMe

‣ Present a unified, professional image to external parties‣ Apply targeted marketing to increase awareness and participation at MUSE events‣ Act as a resource to the broader Penn community while providing engaging experiences to MUSE members‣ Connect with MUSE's vast alumni network to host social and professional events, allowing current members to

connect and interact with alumni in their fields of interest‣ Establish and uphold a strong relationship with the Philadelphia business community and PAMA chapterSTRATEGIES

‣ Assign all MUSE promotional communications to a dedicated committee‣ Assign duties based on student proficiency and interest in [1] Events Marketing; [2] Web Design (creation, audit,

updates, and maintenance); [3] Photography (for MUSE properties); [4] Social Media Management (property audit, posts and response loop management); [5] Metrics and Analytics (web performance and mailing list segmentation)

‣ Conduct research and surveys to measure the effectiveness of marketing strategies‣ Conduct a 360-degree audit of all things related to the streamlining and standardizing of the MUSE brand‣ Develop dashboards for our marketing channels to optimize strategy and track undergrad engagement‣ Establish cross-committee relationships to facilitate creation of event materials‣ Create thoughtful event marketing to help corporate sponsors shift perceptions of their brand‣ Contribute actively at PAMA events, roundtables, and meetings

Social MediaObjectives

‣ Regularly post engaging content on social media ‣ Use social media to broadcast events, spotlight

opportunities, share news and foster camaraderieImplementation

‣ Have Promoweb run analytics to guide content generation and timing

‣ Rely on personal connections on social networks for members to assist in promoting MUSE events

MUSEFlashObjectives

‣ Inform students of upcoming events and opportunities on a weekly basis via email

‣ Improve open and click ratesImplementation

‣ Designate a member to compile and edit MUSEFlash‣ Have board send content they want included to

designated member by a specified weekly deadline‣ Use analytics to determine what generates the highest

opens and click rates (e.g. structure, content type, etc.)

Event PromotionObjective

‣ Drive event attendance by promoting early and often to target demographics

Implementation

‣ Market through email listservs, the MUSE website, digital and physical signage and social media

‣ Create eye-catching designs, drawing on experience of which campaigns have been successful

‣ Use segmenting, targeting and positioning to identify event demographics and how to best reach them

Board & Committee Communication Objective

‣ Enhance communication among board members, VPs and committees to distribute up-to-the-minute information and address problems as they arise

Implementation

‣ Leverage platforms such as GroupMe and Google Groups

WebsiteObjective

‣ Update and maintain websiteImplementation

‣ Test website on multiple platforms, e.g. mobile, tablet, etc.

‣ Designate PromoWeb committee responsible for updates

Employer RelationsObjectives‣ Host info sessions and job shadowing trips that give

students a window into what it means to work for a variety of companies

‣ Ensure corporate sponsors are pleased with execution of agreed-upon benefits

Implementation‣ Have the Executive Committee be responsible for

cultivating and maintaining relations with recruiters at companies engaged in marketing who seek to better reach Penn students

‣ Uphold highest professional standards in all communications by training the Executive committee on do’s and don’ts

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University RelationsObjective

‣ Comply with all Wharton policies and maintain strong ties with the Wharton Marketing Department

Implementation

‣ Have the VP of Finance attend the club treasurer’s workshop and train the Finance committee in protocol for reimbursements, revenue collection, etc.

‣ Meet with our faculty advisor on a regular basis

Alumni RelationsObjective‣ Promote interaction between undergrads and MUSE alumni

Implementation‣ Maintain an up-to-date alumni database‣ Plan summer networking events in New York and

San Francisco for members to meet alumni

MBA RelationsObjective

‣ Foster connections between undergrad and grad students to share personal and professional advice

Implementation‣ Set up a meeting between the MUSE president and

the Wharton MBA Marketing Club president‣ Create database of MBAs willing to to share their insights

with undergrads; include info on MBAs’ areas of expertise

CHAPTER OPERATIONS‘GOALS

‣ Increase board and committee productivity through centralized, cloud-based file management systems‣ Establish procedures for keeping records of events and activities to facilitate knowledge access and transfer

during leadership changeSTRATEGIES

‣ Formalize board and chapter processes critical to the club’s continued success and smooth operation

Board MeetingsObjective

‣ Conduct weekly board meetingsImplementation

‣ Use When2Meet to determine the best meeting time; adjust as necessary

‣ Work with Wharton Operations to establish a standing reservation for weekly meeting room

Board Productivity ImprovementsObjective

‣ Shift board’s focus from update-based meetings to committee problem solving and idea generation

Implementation

‣ Prepare agenda in advance and have VPs add any topics they would like to discuss

Board, Committee and Chapter DinnersObjective

‣ Inspire enhanced communication through bonding and idea sharing at informal dinners

Implementation

‣ Have MUSE Internal committee plan one dinner a month‣ Select affordable restaurants with varied menus to

foster an inclusive environment

Centralized File ManagementObjective

‣ Consolidate resources in a cloud-based file management system

Implementation

‣ Organize materials into searchable folders‣ Train members in the system to ensure consistent use

Focus GroupsObjectives

‣ Hold focus groups to solicit feedback, assess events, understand member interests, explore salient issues in depth and ultimately guide the future of MUSE

‣ Identify chapter strengths, weakness, opportunities and threats

Implementation

‣ Write questions and train in being effective mediators

One-on-OnesObjective

‣ Conduct one-on-one feedback sessions to track professional and personal growth and identify areas for improvement

Implementation

‣ Create online signup sheets to facilitate scheduling

GBMs (General Body Meetings)Objective

‣ Host at least one GBM for all committee members to share updates and ideas

Implementation

‣ Incentivize attendance with food and MUSE-branded swag

Board TransitionObjective

‣ Ensure knowledge transfer to minimize confusionImplementation

‣ Organize a dinner with incoming and outgoing boards‣ Have incoming and outgoing VPs discuss role, duties

and resources as well as offer advice

Chapter PlanObjective

‣ Devise realistic yet ambitious goalsImplementation

‣ Allocate board meeting time to discuss chapter goals

Annual ReportObjective

‣ Achieve 90% of goals identified in Chapter PlanImplementation

‣ Have all board members read the finalized chapter plan and periodically assess progress

‣ Record information regarding events while current‣ Leverage available resources previously identified

such as board, committees, the AMA network, professors, alumni, and the Wharton Marketing Department

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CALENDAR OF EVENTS

August ’1526 - Wharton Clubbing Night27 - SAC Activities Fair31 - IBM Info Session & Coffee Chats

September ’151 - American Express Strategic Planning Group Info Session1, 8, 15, 22, 29 - Board Meeting2 - MUSE Info Session #13 - Millward Brown Vermeer Coffee Chats3, 4 - Board One-on-Ones with President4 - Board Dinner8 - MUSE Info Session #28 - Lippincott Brand Consulting Info Session9 - MUSE Hangout9 - ExxonMobil Coffee Chats16 - Network with Macy's17 - Nielsen Happy Hour & Info Session19 - Committee Applications Due24 - New Member Welcome EventLate Sept. - MUSE Consulting: Project Selection Meeting

October ’156, 13, 20, 27 - Board Meeting1 - Nielsen Professional Services Experience DayEarly Oct - MUSE Consulting: Account Executive Training16 - Wharton Undergraduate Marketing Conference (WUMC)19 - De-stress with MUSE: MassagesLate Oct. - Professor Dinner Series21 - MUSE Consulting Market Research Training

November ’153, 10, 17, 24 - Board Meeting4 - AMA Collegiate Website Competition Submission Deadline10 - Mondelez Brand Management 101Mid-November: Startup Career Trek18-20 APT Case CompetitionLate Nov. - Professor Dinner Series

C

December ’151, 8 - Board Meeting9 - AMA Collegiate Case Competition Submission DueEarly Dec. - Saatchi & Saatchi Networking EventMid Dec. - MUSE Consulting: End of Semester PresentationsMid Dec. - MUSE Community Service Consulting: Project Completion PresentationsMid Dec. - Board Applications Due & Board ElectionsMid Dec.- Board Transition Dinner

January ’1620 - American Express Strategic Planning Group Case Workshop22 - Marketing, Advertising, Retail, and Consulting Conference (MARC)

February ’16Mid-Feb - MUSE E-Marketing Engagement (MEME) Week 17 - Annual Report Due

March ’1617-19 - AMA International Collegiate ConferenceLate March - MUSE Consulting Spring Midterm Feedback Evaluations

April ’16Mid-April - Quaker Days

May ’16Early May - MUSE Consulting: Final Feedback EvaluationsEarly May - MUSE Consulting: End of Semester PresentationsEarly May - MUSE Community Service Consulting: Project Completion Presentations

Board Meetings for Spring Semester TBD based on

availability of new board.

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BUDGET

Beginning BalanceBeginning BalanceBeginning Balance $10,335

RevenuesRevenuesRevenuesRevenues

Corporate SponsorshipsCorporate SponsorshipsCorporate Sponsorships $3,500

OtherOtherOtherOther

ConferencesConferences $7,500

MUSE ConsultingMUSE Consulting $2,100

Funding from Wharton Marketing DepartmentFunding from Wharton Marketing Department $5,000

Total RevenuesTotal RevenuesTotal Revenues $18,100

ExpensesExpensesExpensesExpenses

ConferencesConferences

WUMC

Catering $1,875

Facilities $130

Promotions & Advertising $415

Transportation $40

Miscellaneous $350

MARC

Catering $2,500

Facilities $1,425

Promotions & Advertising $650

Miscellaneous $150

MEME

Catering $725

Promotions & Advertising $230

Miscellaneous $50

Other eventsOther eventsOther eventsOther events

AMA Collegiate ConferenceAMA Collegiate Conference $4,000

Dinner SeriesDinner Series $500

Membership Social EventsMembership Social Events $610

General Body MeetingsGeneral Body Meetings $350

MUSE ConsultingMUSE Consulting $800

Case CompetitionsCase Competitions $350

Speaker EventsSpeaker Events $450

Community ServiceCommunity Service $325

Job Shadowing TripsJob Shadowing Trips $600

AdministrativeAdministrativeAdministrativeAdministrative

Club ApparelClub Apparel $450

PrintingPrinting $200

Website MaintenanceWebsite Maintenance $90

Other Promotional ItemsOther Promotional Items $100

Total ExpensesTotal ExpensesTotal Expenses $17,365

Ending BalanceEnding BalanceEnding Balance $11,070

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