Table of Contents

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Executive Summary

Professional Development

Fundraising

Community Service

Chapter Operations

Membership

Communications

Budget

The overarching message of this year’s theme, “Step In, Stand Out”, is simple: those who take initiative will

be rewarded by success. In terpAMA, we work diligently to provide as many opportunities as we can for our members to help them develop and hone marketable skills for the future. However, it is only the members who actively take advantage of those opportunities who see the highest returns from their membership. Therefore, we decided that our theme this year should pointedly be a call to action rather than, as in years past, a broad goal. We challenged our members to maximize their involvement in terpAMA with the promise that they would consequently be able to distinguish themselves both in the classroom and in the job market. In other words, we wanted to prove that if they “stepped in” as active members, they would “stand out” in a multitude of dimensions. Now, the beauty of this theme is that it applies just as much to the organization as it does to individual members; by “stepping in” as a leadership team and being active about engaging individuals in terpAMA, we believe that we can “stand out” not just from other organizations at the university, but also from other collegiate AMA chapters. As a result, we have focused on developing and expanding the

opportunities our members can leverage to help themselves stand out. We continued to develop our Brand Ambassador Team, strengthened our website and blog, and led an incredibly successful Annual New York City Trip. Among our newer developments this year were our first ever Marketing Week, our strongest AMASavesLives effort in years, and a rebranded RedBlack Consulting Group. Providing and promoting these various opportunities allowed our chapter to see an overall increase in attendance. The road ahead, however, will still be challenging for our chapter. Not only do we have goals that we have yet to accomplish before the end of the semester, but we see the potential to set the bar even higher for our areas of success. Still, we are confident that if we remain committed to “stepping in” and being ambitious, involved, and optimistic, then we will have a strong chance of “standing out” as successful students, leaders, and future professionals of terpAMA. Proudly,

Manas H. Kulkarni terpAMA President 2012-2013

Executive Summary

President’s Welcome

Evaluation System

– The outcome of this goal exceeded expectations

– The outcome of this goal met expectations

– The outcome of this goal fell below expectations

– This outcome has not yet occurred

3

In order to assess this year’s performance, we will use a rating system that evaluates how successfully we fulfilled the goals outlined in our chapter plan.

Professional Development

4

Goal: Offer a wider range of opportunities by

introducing more diversification in events

Goal: Develop cross-functional learning

opportunities with other student organizations

Tactic: Host at least 3 events centered around an

interactive activity (ex. *Mini Case, Resume Review)

The purpose of planning interactive activities was to

increase engagement and build professional skills.

Examples include our “SpeedSkills” workshop – during

which students practiced elevator pitches in actual

elevators – a group case discussion with Sherwin

Williams, and a mini-case with PWC on using marketing

to combat bullying.

Success Rating:

Tactic: Achieve an attendance of at least 20 people

per event at Marketing Week

At most, we had 15 non-board members at an event,

which we attribute to a few reasons: 1) students may

not have attended an event under the intention that

they would attend one later that week, and 2) there is

always a proliferation of events in the beginning of the

semester that compete for students’ attention. We will

definitely take these things into consideration when

planning for next year.

Success Rating:

Tactic: Created an event suggestion survey with intent

to incorporate at least 4 suggestions

This year, we used four event suggestions from the

member survey we created in the summer (events with

SweetGreen, Google, BBH, MRM). Furthermore, we

changed our event evaluation from paper evaluations

to a texting survey from PollEverywhere.com in order to

make evaluations more interactive and efficient. We

have received over 10 responses for each event and

have received favorable reviews about the transition.

Success Rating:

Tactic: Co-host 4 events throughout the year with other

business student clubs to promote cross-functionality

terpAMA has increased efforts to establish better

relationships with other student organizations in the

business school. We co-sponsored an event featuring

UMD Sports Marketing with the Sports Business Society

and a Diversity Symposium with SmithOUT, the LGBT

Awareness club. Additionally, terpAMA will partner with

the Design in Marketing Fellows Program to host a

speaker from an advertising agency and also with the

UMD Net Impact chapter to host a mini case

competition for both of our memberships through

MindSumo (www.mindsumo.com).

Success Rating:

Goal: Promote organizational and individual

participation in competitive events

Tactic: Increase number of participants from 6 to 10

members for national AMA Case Competition

We were able to recruit nine talented students to our

case competition team this year. The participants

remained passionate about the case throughout the

competition. The team was also diverse in academic

background, age, and interests. We believe that this

diversity enhanced the case submission and the

experience for all.

Success Rating:

Professional development has always been at the core of terpAMA’s value proposition and, as a result, our organization has long been recognized by the university for its vast variety of opportunities available to its members. Last year, terpAMA was awarded the Office of Career Services’ inaugural Excellence in Programming grant, naming the organization that demonstrates the strongest commitment to preparing its members for the professional world. This year, we provided members with an even larger variety of opportunities involving hands-on learning and key insights from marketing companies to distinguish themselves as future professionals.

*During a “mini-case” event, teams of students are charged with developing a solution to a given issue within a short amount of time (usually <1 hour). In “mini-case” competitions, these teams present their ideas to a panel of judges at the end of the meeting and compete for a small prize.

Professional Development

Goal: Strengthen connections with both local

professional and other collegiate AMA chapters

Tactic: Organize at least two “mini-case competition”

events for members during the year

As an academic organization, we believe it is

important to give members the chance to learn by

application, and thus organized a mini-case event with

PriceWaterhouse Coopers, and will also be entering a

MindSumo contest in partnership with the

undergraduate Net Impact chapter at Maryland.

Success Rating:

Tactic: Place in at least the Semi-Finalist round in the

Donate Life America Case Competition

Although the submission from terpAMA did not place

for the DLA Case Competition, the competition still

presented a tremendous learning opportunity for our

team, particularly because it was comprised mainly of

younger members. After the results were published, the

team members filled out a comprehensive evaluation

from which we have identified key insights about the

strengths and weaknesses of this year’s team. The

Team Captain has compiled that information and will

share it with his successor to help next year’s team

learn from those insights in order to achieving greater

success in the next National AMA Case Competition.

Success Rating:

Tactic: Invite delegates from at least 2 other AMA

chapters to our Undergraduate Marketing Conference

We plan to invite delegates from 3-4 schools in the

DC/MD/VA area, including Johns Hopkins University,

with whom we have been developing a great

relationship.

Success Rating:

Tactic: Attend at least one professional event per

semester hosted by AMA Baltimore/AMA D.C.

Though terpAMA members have not yet attended a

professional chapter’s event, we intend to send

between 5-10 members to one of AMA|DC’s events

this Spring.

Success Rating:

Tactic: Send delegates to at least two events

sponsored by other collegiate AMA chapters

We sent a delegation to Baltimore last semester to

hear from Gabrielle Dow, VP of Marketing for the

Baltimore Ravens, an event hosted by the Johns

Hopkins University AMA chapter. We intend to

participate in another chapter’s event or regional

conference this semester.

Success Rating:

Tactic: Enter terpAMA (or its members) in the following

Collegiate AMA Competitions:

○ Chapter Website, Outstanding Marketing Week, Case

Competition, AMASavesLives, Chapter Exhibits, Northwestern Mutual Sales, SABRE Simulation, Student Marketer of the Year

terpAMA has submitted entries for most of the

aforementioned competitions in order to share our

efforts with the national AMA community. We look

forward to receiving the results at the International

Collegiate Conference! Additionally, terpAMA

members have also registered for the SABRE Business

Simulation and Northwestern Mutual Sales Competition

to take advantage of the hands-on learning

opportunities at the International Collegiate

Conference.

Success Rating:

5

October 25 – 26: NYC Trip- BBH, Google, MRM

Thirty undergraduate students travelled to NYC for an Alumni Networking Session and site visits to BBH, Google, and MRM.

# of Attendees: 30 (full capacity)

November 6: Executive Board Interest Meeting

Overview of board application process presented to potential applicants through a speed-dating event with current board members. # of Attendees: 40

November 13: University of Maryland Sports Marketing

Co-sponsored with Sports Business Society to hear from Director of Sports Marking at UMD as she discussed her responsibilities and available opportunities. # of Attendees: 58

November 27: Mini-Case with PwC

Former terpAMA President (now at PwC) teaches students best practices for case competitions and leads them in a mini-case concerning bullying. # of Attendees: 48

December 4: Google Project:ReBrief

Attendees watch Project:ReBrief and discuss each of the four campaign strategies. # of Attendees: 38

September 18: Fall Kick-off Meeting Top-level overview of what terpAMA is and how we operate to all interested students, including an interactive sales pitch icebreaker. # of Attendees: 104

September 24-27th: Marketing Week

Day 1: Target Public Speaking Workshop

Interactive workshop with recruiters from Target highlighting best practices in public speaking. # of Attendees: 13

Day 2: “SpeedSkills!” Workshop

Resume reviews by UG Director of Office of Career Services, practice elevator pitches in actual elevators, and professional LinkedIn photos. # of Attendees: 13

Day 3: “What is Marketing?” Dinner

A comprehensive overview of several academic and online resources available to marketing majors. # of Attendees: 29

Day 4: Sherwin-Williams’ “Graffity Case”

VP of Marketing leads a case discussion about the ethical issue of graffiti in selling spray paint. # of Attendees: 25

October 2: Crosby Marketing

CEO of Crosby Marketing, 2nd largest marketing firm in

D.C., gave a presentation on non-profit marketing and

how to have an effective job interview. # of Attendees: 58

October 9: Under Armour

Social Media Strategist and Collegiate Recruiter

discussed various social media campaigns and new

innovations for Under Armour. # of Attendees: 76

October 16: sweetgreen

VP of Marketing of sweetgreen, a local organic eatery,

discussed his path to success and how sweetgreen

distinguishes itself from other green restaurants. # of Attendees: 60

Professional Development

Events Schedule

*Our average does not include the attendance for our kickoff

meeting as it is a statistical outlier. Furthermore, we calculated

the cumulative attendance for Marketing Week because the individual events’ attendance figures were also outliers.

0

20

40

60

80

100

120

Att

en

da

nc

e

Weekly vs. Average Attendance

Weekly

Average

'12-'13

Average

'11-'12

42% increase in avg. attendance

6

Professional Development

7

January 29: Spring Kick-off Meeting

Top-level overview of what terpAMA is and how we operate to all interested students, including an interactive sales pitch icebreaker. # of Attendees: 74

February 5: AT&T

Collegiate recruiters discuss AT&T’s opportunities within the Retail Leadership Development Program and new internship for underclassmen. # of Attendees: 57

February 11: Diversity in the Workplace Symposium

terpAMA partners with SmithOUT, the business school’s first LGBT awareness organization, to host multiple companies for presentations about diversity in a professional setting. # of Attendees: 95

February 12: Smith MBA Q&A Panel

Current Smith MBA students answer questions from terpAMA members about pursuing an MBA. # of Attendees: 70

February 19: MyOwnTM

CEO of MyOwnTM, a personal branding company, gives tips to students on creating a strong, self-image for professional communication. # of Attendees: 47

February 25: Macy’s

Recruiter from Macy’s will discuss implications of marketing in the retail industry.

March 5: Let’s Make an Ad!

Adjunct Professor and former President of The Bomstein Agency will lead students in creating an advertisement in an hour.

March 12: RedPeg Marketing

Representatives from RedPeg will show students case studies in experiential marketing campaigns.

March 21-24: AMA International Collegiate Conference

Eight members plan to attend this year and compete in various competitions (NW Mutual Sales, SABRE Business Simulation, and Marketing Strategy), and hopefully receive both individual and organizational recognition! Estimated Attendance: 8

March 29: 4th Undergraduate Marketing Conference

terpAMA and Smith Marketing Department will collaborate to host a day-long series of educational events, including a keynote presentation, case competition, and panel sessions from various speakers. Estimated Attendance: 140

April 2: Warschawski

Representatives from Warschawski, named “U.S. Small Agency of the Year”, will discuss innovative strategies that have worked for their wide range of clients.

Apri 9: MindSumo Mini-Case

terpAMA will partner with Net Impact to host an event utilizing MindSumo, an online crowdsourcing platform through which students can submit innovative solutions to sponsored challenges for cash.

April 16: Stanley Black and Decker

Speakers from Stanley B&D will discuss product innovation and market leadership.

April 23: terpAMA Alumni Panel

terpAMA alumni from various industries and functions will return to the Smith School to answer questions from students about beginning their careers.

April 30: Annual Awards Dinner

terpAMA will induct its new executive board, members of Alpha Mu Alpha, and recognize outstanding members.

Professional Development

8

4th Annual Undergraduate Marketing Conference Presented by and the Smith School Marketing Department

As marketing continues into the digital age, companies

are finding it increasingly difficult to distinguish their

marketing efforts from the plethora of other

communication competing for consumers’ attention. To

focus on this issue, this year’s Undergraduate Marketing

Conference will focus on “Marketing in a Cluttered

World.” For the fourth time, terpAMA will collaborate with

the Smith School’s Department of Marketing to host a

day-long series of educational events, including a

keynote presentation from Twitter, a case competition

from Unilever, and speakers from a variety of industries

and functions. In an effort to build important professional

relationships, the conference will also feature a

networking session during which students will have the

chance to interact with marketing professionals on a

more personal level and potentially discuss internship or

job opportunities. The overarching goal of the conference

is aligned with the mission of terpAMA in that it serves to

educate students about and prepare them for the

plethora of career opportunities in marketing. Based on

past figures, we expect to have roughly 140

undergraduates in attendance, of which we hope 10-15

will be members of other collegiate AMA chapters.

2013 Conference Highlights

Keynote speaker from

Case Competition with

Ross Hoffman, Smith ‘04 - Head of Brand Strategy

Students will work in teams to develop a

sustainable innovation strategy for

Top 3 teams will present to Unilever at the UMC.

Conference Overview Guest Speakers

Summary: UMC 2012

Guest speakers were

organized into four

categories relevant to

digital marketing, and

students had the

opportunity to attend 3

of these panel sessions:

Mobile Marketing

E-Commerce

Marketing Analytics

Online Strategy

151 students

in attendance

Case Sponsor:

Keynote from:

Fundraising

9

Goal: Develop a strong brand and presence

for RedBlack Consulting Group

Tactic: Launch RBCG website by November 30th

Using Wix, our team designed a new website that

shows everything from past work to testimonials to

intern profiles. We believe that this will prove

particularly useful when we strengthen our business

development efforts this semester and in the future.

The team also created social media profiles on

Facebook, Twitter, and Blogger to engage prospective

clients and share relevant news.

Success Rating:

The extent to which terpAMA members can effectively “step in” as involved members depends

largely on the number of available opportunities in the organization. Thus, our fundraising efforts

are crucial in that they enable us to provide as many professional development opportunities to

our membership as possible. This year, our goal for fundraising was both to capture the low-

hanging fruit of feasible fundraising initiatives in addition to finding sustainable sources of funding that we could systematically replicate every year.

Goal: Expand clientele and improve retention

Tactic: Provide consulting services to at least 5 clients

Tactic: Consistently work with at least 3 clients

Tactic: Retain at least 3 clients for the 2013-2014

As of now, we have only had one – albeit very

successful – project with the Finance, Business, and

Investments Society (see project summary here). Our

strategy in the future includes the following:

Promote RBCG through new digital platforms

Learn best practices from consulting arms at

successful chapters like Creative Marketing

Unlimited (Wisconsin-Whitewater), PSMA Consulting

(Penn State), and MUSE Consulting (UPenn).

Success Rating:

University Directories Distribution:

Summary: Designed and distributed 8,000 terpAMA-branded planners from UDwithin our three week goal. Reached out to various student groups, off-campus residences, and Greek life. Assembled a grassroots team to handout agenda books in high traffic areas. Estimated Profitability: $1,500 Actual Profitability: $1,500

Success Rating:

Restaurant Benefit Nights: Summary: Organized two partnerships with local restaurants: LIME and Papa John’s. LIME gave us a percentage of their revenue generated the night of the fundraiser, and Papa John’s gave us $10 for every $15 buy-one-get-one-free membership card sold. Estimated Profitability: $250 Actual Profitability: $823

Success Rating:

Success Rating:

Large-Scale Fundraising Event: Summary: Until now, terpAMA’s focus has been on small-scale and easily-executable fundraising initiatives. However, we intend to organize a large-scale fundraiser aimed toward generating at least $500 in revenue and also annually replicable so that the community will expect and associate the same fundraiser with terpAMA every year. Estimated Profitability: $500 Actual Profitability: Currently in progress

AMA Saves Lives Video Competition We created the commercial “Waiting.”, which uses everyday instances of “waiting” to amplify the difficulty in waiting for an organ, and were able to provide our members with ad creation and video production / editing experience. Our video received national recognition and was re-posted on the Donate Life Facebook page. This semester, we hope to film two more videos aimed toward spreading awareness.

Engagement: 359 views (as of 2/13/13)

Community Service

11

Myth-Buster

terpAMA planned an awareness event focused on

debunking common myths surrounding organ

donation. This event included a myth game, Donate

Life giveaways, and a variety of informational material.

terpAMA also took this opportunity to launch our Saves

Lives Facebook page and exchanged baked goods for

Facebook likes.

Organ Donation Awareness Week (March 10th - 14th)

terpAMA will host a week-long campaign to register

students for organ donation. The week will start with

campus wide marketing efforts including chalking, flyers,

and posters. We will then partner with the American Red

Cross Student Organization to register blood donors. To

create awareness for organ donation, we will set up an

interactive booth placed strategically in front of high-

traffic areas. The week will finish with an organ-recipient

panel (students and non-students) to discuss their

experiences with organ donation.

Facebook Page

terpAMA wanted to expand awareness to social media

outlets. We created a page that includes interesting

articles related to organ donation as well as links and

information regarding registration.

Engagement: 87 Facebook ‘s (as of 2/13/13)

Left: Pictures

from table at

MythBusters

awareness

event.

Though terpAMA’s primary constituency – and consequently, our priority – is its members, the organization aspired to “stand out” by providing value to the surrounding community as well. Our original community service plan included multiple potential projects, but after the community service team clearly expressed a passion for AMASavesLives, terpAMA invested nearly all of its efforts into ASL. As a result, terpAMA has made significantly greater strides with SavesLives than it has in the past.

Goal: To increase students’ knowledge about

both ASL and organ donor registration

Tactics:

• Execute first ever Organ Donation Awareness Week

• Register at least 75 organ donors, 30 of which during

Awareness Week

• Directly engage at least 200 students as measured

by email sign-ups and social media followers

• Create 5 submissions for Video Competition with an

average of 200 views per video

Reinvigorating our AMASavesLives initiative,

traditionally a distant focus for our chapter, required

certain key action items for terpAMA. First of all, we

established an AMA Saves Lives committee comprised

of eight “chairs” responsible for various functions,

including event planning, social-media, and guerilla

marketing. We were able to form professional

relationships with representatives from Donate Life

Maryland, which we leveraged to gain knowledge

and resources that were crucial to successfully

executing our events. Our focus thus far has been on

spreading awareness about the initiative, and in the

coming semester, we hope to convert this awareness

into donor registration itself.

Success Rating:

President

VP of Events VP of Finance VP of Marketing VP of Membership VP of Consulting

Dir. Of Event Coordination

Dir. Of Professional Development

Dir. Of Competitive Events

Dir. Of Community Service *

Dir. Of Marketing Integration

Creative Ad Designer

Dir. Of Visual Media*

Dir. Of Alumni Relations*

Consulting Interns

Webmaster

* - Indicates a new position (See Below for explanation of position duties)

Not considered part

of executive board Dir. Of

Fundraising*

SUSA Rep. & Secretary

Chapter Operations

12

*Director of Alumni Relations: We created this position

to strengthen the relationship between the chapter

and its alumni by identifying and connecting with

alumni in various locations and functions and

sending them monthly updates of chapter and

university-related progress.

*Directors of Fundraising and of Community Service: In

order to enhance the quality of work in both

categories, we gave each function its own position.

Doing so has allowed us to be more effective in

focusing more efforts on important initiatives like

AMASavesLives and also to create an additional

leadership opportunity on our executive board.

The terpAMA Executive Board is divided into five silos (see below) and convenes at weekly meetings before every

event. On the whole, communication within the board is extremely fluid since the vice presidents and the president

are almost always included in all conversations. We have almost completed our elections process for the 2013-2014

Executive Board. The process began in January with the board’s nomination of a new president, followed by an

extensive interview process that employed outgoing board members as interviewers. Soon, the newly-elected board

will begin a two-month transition with the outgoing board.

Require all Vice Presidents to create a “Weekly Update Template” to maintain consistency in reporting

Institute monthly “Pulse Check” meetings between president and VPs to discuss progress Though we did not have formal “Pulse Check” meetings, this communication happened casually and frequently

Utilize collaborative documents like Budget Requests and Speaker Bios to facilitate interaction between silos

Require outgoing board members to create a transition toolkit for their successors The outgoing board is currently in the process of creating their transition toolkits

Continue organizing a mandatory Spring Board Orientation to train incoming board members This orientation is planned to take place in the middle of March 2013

Require vice presidents to meet monthly with advisers to discuss silo-specific objectives Instead of monthly meetings, we decided to schedule one VP & Adviser meeting at the end of each semester

Success Rating:

Asana Project Management In response to requests for an increase

in transparency within the executive

board, we have recently begun using Asana, a project management system that allows users to assign and schedule tasks. All board members’ action items are now visible in one location, and members will automatically get alerts and reminders about upcoming deliverables.

Membership

13

Desired Membership Figures

125 members (End of Fall 2012)

155 members (End of Spring 2013)

Actual Membership Figures

116 members (End of Fall 2012)

94 members (As of 2/13/13)

Goal: Increase member attendance and

engagement at all terpAMA events

Tactic: Engage 100% of attendees in each event’s

icebreaker in a presentation / discussion capacity

Our weekly icebreakers serve to help members

develop their creative thinking, teamwork, and

presentation skills by discussing topics that are relevant

to marketing, which necessarily involves all attendees.

Executive members observe and guide the icebreakers

to ensure group participation.

Success Rating:

Tactic: Receive event evaluations from 60% of event

attendees per event and increase satisfaction by 10%

In hopes of getting specific event suggestions this year,

we began using PollEverywhere, an online service that

allows users to reply via texting and see results real-

time. However, this purely-qualitative method makes it

difficult to quantify changes in attendee satisfaction

over a series of events. Though feedback has generally

been very positive, we are looking into ways to collect

both qualitative and quantitative feedback to

effectively measure event quality.

Success Rating:

Goal: Build stronger relationship between the

terpAMA Executive Board and members

Tactic: Launch terpAMA’s first Mentorship Program

This semester, we intend to plan events immediately

after our general body meetings and involve students

in matching to increase involvement.

Success Rating:

Goal: Engage terpAMA alumni to provide

mutually beneficial networking opportunities

Tactic: Increase alumni engagement through online

platforms and “Alumni Shadowing” program

The membership team conducted an audit of the

alumni database – reorganizing our contact list using

Constant Contact increased the size of our database by

44% from 76 to 110 contacts. We redesigned our alumni

newsletter, and our first issue alone saw an open rate of

40%. Additionally, we have scheduled an alumni panel

event in March to connect students with terpAMA

alumni.

This winter, we attempted to launch our first ever Alumni

Shadowing Program, for which seven alumni showed

interest in participating. Though several students had

originally indicated interest, there were no participants

over winter break, which we attribute to our launching

the program later than intended. This semester, we plan

to connect students with alumni on a more consistent

basis and encourage informational interviews in addition

to site visits. We also plan to introduce

an alumni section to our website where alumni

can share their post-graduation experience.

Success Rating:

NOTE: At the time of this report’s submission, over 30 of our students’ membership had recently expired. Our Vice President of Membership has been in touch with these students to ensure that their membership is renewed immediately.

While our chapter has enjoyed an overall increase in average event attendance and also one of the largest

student memberships at the Smith School, terpAMA’s focus is not solely on the quantity of our members, but also on

the quality of their experience. Our theme, “Step In, Stand Out,” is a promise to our members that the value of their

membership is proportional to the extent of their involvement. Therefore, our membership goals are centered

around creating an experience that establishes both a welcoming atmosphere for all members and also a

community of like-minded individuals that presents social and professional benefits.

Communications

14

Goal: Involve Smith community and relevant

majors to expand terpAMA’s target audience Goal: Promote marketing as an essential part

of business to the Smith School Community

As the university’s premier marketing student organization, terpAMA strives to ensure that its

communication stands out among the plethora of messaging at the University of Maryland. We

have been honored to have been recognized for the past three years as a chapter that

demonstrates Outstanding Communications and take concerted efforts to uphold and

strengthen that reputation. We achieve this through a variety of means including, social media,

digital media, guerilla marketing, ambient media, and word-of-mouth advertising.

Tactic: Engage at least 15 professors in promoting

weekly events via classroom PowerPoint slide

In terpAMA, we do not agree with the characterization

“extracurricular.” While that may be how we are

accustomed to describing student organizations, the

prefix extra implies “not necessary” or “nice to have.”

We prefer to think that terpAMA is a “cocurricular”

organization in that it provides a necessary supplement

to the material learned in the classroom because we

provide a unique forum for applying that knowledge.

Therefore, we believe that the one of the best

mediums to promote our organization is the classroom.

Therefore, we contacted several professors in the

beginning of the year to request their permission to

show a PowerPoint slide featuring that week’s terpAMA

event rather than the lecture introduction slide that

many professors leave on screen at the beginning of

class. Though we have directly heard from six

professors, it is difficult to track exactly how many

faculty members have participated in the effort, much

less on a weekly basis. Still, as many students have

mentioned that their professors repeatedly show the

slides in class, we will take that as an indicator of

success. What remains now is to use a similar strategy

to reach students in other, related majors: Graphic

Design, Communications, and Public Relations to name

a few.

Success Rating:

Tactic: Rebrand terpAMA to “the heart of business”

and reflect change in all visual branding

This year, we rebranded terpAMA itself by changing

our brand promise from “the art of business” to the

“heart of business.” Though the visual change was

minor, we made sure to emphasize the importance of

the change during our kickoff meeting and our board

orientation. While we believe that marketing is

undoubtedly an art in the sense that its value is not

always calculable and that it is often subjectively

interpreted, we consider it the core business function

because it puts the consumer at the forefront of all

decision making. We have incorporated this new

branding into all of our visual communication,

including our logo, website, social media platforms,

and print advertisements.

Success Rating:

Previous Logo New Logo

VS

Versatile & Powerful

Creative, but Limited

Communications

15

Tactic: Select and retain 10 members throughout the year

for Brand Ambassador Team

Tactic: Table at least 10 hours weekly and specifically

when underclassmen have class: “Freshman Fridays”

For the last year or so, the Brand

Ambassadors have increasingly

been a driving force of terpAMA’s

success. Our BA’s are responsible

for devising the promotional

strategy for each week’s event,

executing that strategy

through multiple mediums, and even writing weekly,

marketing-related blog posts for the “terpAMA Scoop!”

Not only have we had 10 BAs remain dedicated to the

team, but they have exceeded their weekly tabling

requirement. We did have difficulty tabling on Fridays

seeing as most of our BAs are underclassmen who have

class at that time. Nonetheless, several clubs have

approached us to ask how they can replicate the BA

model in their own organizations.

Success Rating:

Goal: Enhance the efficacy of the terpAMA

Brand Ambassador (BA) team

Right: terpAMA’s average newsleetter open rate (35%) is well

above the industry average (22%) and also our goal of 30%.

Goal: Strengthen and expand terpAMA’s

online presence through various platforms

Tactics:

Increase Facebook friend base from 692 to 1,000

Achieve a 30% average open rate per issue

Increase Twitter following from 150 to 200

Increase total # of tweets from 200 to 400

Achieve an average of 3,500 blog hits per month

Receive an average of 50 views per recap video

= completed = on track = not on track

Above: Blogger

Above: FB

Left: Twitter Below: Email

Rating: Mobile Web terpAMA is currently discussing with the Mobile Developers Club

to identify the feasibility of creating a mobile website with

features like event alerts, a community forum, and quick

access to all of our digital platforms . At a recent event, we

asked students to design their ideal terpAMA mobile app and,

assuming that we pursue the project, we will incorporate those suggestions into the eventual design

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terpAMA “Brag Brochure” In Spring 2012, terpAMA requested the Smith School Design

Fellows’ assistance in designing a promotional brochure for the

organization. Roughly 25 students drafted their own versions,

and terpAMA merged and modified two of the students’

designs. The brochure will be used to promote terpAMA to all

types of stakeholders from prospective members to potential speakers to corporate sponsors.

Additional Projects

Budget

16

Expected Actual (to date) Further Explanation (If Necessary)

Beginning Balance $ 457.09 $ 457.09

Dues

National Membership Dues $ 7,285.00 $ 1,833.00 39 member registrations*$47. This large discrepancy exists

because we assumed that we would receive membership

payments from our goal of 155 members. However, there are

many who have yet to renew their registration and also 2

months left for new members to register.

Local Membership Dues $ 465.00 $ 102.00 39 member registrations*3

Trips

National AMA Conference Fees $ 6,000.00 $ 2,400.00

Fundraising

University Directories Planners $ 1,500.00 $ 1,500.00

Restaurant Benefit Nights $ 250.00 $ 823.00

Large-Scale Fundraising Event $ 500.00 $ - Due to focusing on smaller and more frequent efforts,

terpAMA has not hosted a large-scale fundraising event yet.

However, we do intend to organize one in Spring 2013.

terpAMA Consulting $ 1,000.00 $ 50.00 Our rebranding strategy this year was not supplemented by

an equally strong business development strategy, and thus,

our performance was not as high as we would have liked.

terpAMA Task Forces $ 300.00 $ 100.00 Task Forces were designated with the task of exploring new

fundraising avenues for terpAMA. This $100 came from a

corporate grant awarded by Become, Inc.

Funding Proposals

Student Government Association $ 2,213.00 $ 2,173.34

Smith Undergraduate Association $ 4,000.00 $ 761.00

Smith School of Business $ 1,000.00 $ 2,000.00

AMA Regional Conference Grant $ - $ 250.00

TOTAL REVENUE $ 24,513.00 $ 11,992.34

Membership

National Membership Dues $ 7,285.00 $ 1,833.00 39 member registrations*$47

Prizes $ 300.00 $ 30.00

Trips

National AMA Conference Trip $ 6,000.00 $ 7,500.00

Events

Food $ 4,000.00 $ 1,041.00

Speaker Gifts/Event Supplies $ 300.00 $ 643.00 Original estimate did not account for weekly event supplies,

such as silverware and plates.

Operational

Office Supplies $ 400.00 $ 20.00

Marketing Materials $ 1,000.00 $ 200.00

E-Marketing (ConstantContact &Wix) $ 470.00 $ 245.00

TOTAL EXPENSES $ 19,755.00 $ 11,513.00

NET INCOME $ 4,758.00 $ 479.34