American Marketing Association

Collegiate Chapters Council

Meeting of August 6-7, 2008

San Diego, CA

Meeting Notes

Wednesday, August 6, 2008

Present

Jimmy Peltier

Keith Niedermeier

John Schibrowsky

Shanita Akintonde

Tim Dugan Birrittella

Fred Honerkamp

Victoria Panzer

Scott Swanson

Gain Zank

Pat Goodrich

Vish Iyer by phone

IH Report/Year in Review

Discussion

Pat gave a review on year end status of AMA financials and membership, along with updates on MoD, Mplanet and Strategic Planning.

Jimmy raised a question about sponsorship revenue reflected in conference budget. Do we have everything included in revenue/expenses – appears we are missing some revenue in sponsorship area?

In response to a discussion re feedback requested from key volunteers on AMA initiatives, the group indicated a lot of email from AMA just gets deleted – because of so many AMA emails – noting the subject and need for action on the line item should help prompt action by volunteers.

Jimmy reviewed CCC activities for FY 08 and plans for the council for FY 09.

Items not formally on the agenda that are on council list of initiatives for this FY.

One of our priorities is to extend the career corner at the conference. This was a high priority with the AMA Board during discussion with them in June. At a minimum need more opportunities for career partners to interview as well as having more partners at the conference.

AMA job board – need update on where this stands so we can announce to chapters. Get tentative launch date to the council

Need to find more off-council volunteers to involve in council activities.

Need to increase the number of competitions offered to get more students involved

Recruitment Video Competition

Discussion

There was some discussion about “professional” videos from schools where students have access to sophisticated equipment vs “amateur” from schools that do not offer those types of facilities. Consensus was that all students have access to software that will help them in producing a high quality video.

Purpose is right on – should be general, not specific. Length should be no more than 3-4 minutes. Under “Content” spell out “join the club”, include conference. Do not mandate content, give a list of objectives and information on AMA activities/what AMA does. Need some specifics for judging.

Students need to get and submit copies of permissions for any copyrighted material used in their videos. Pat can provide sample copyright forms to Fred that he can adapt for the students’ use.

Need to add some specifics for judging.

Objectives are:

Professional development

Community service

Fund raising

Competitions

Fun/community

Option 1 – give them some content areas

2 – general objective determined by students

Number 2 wins – Fred will define

Level of expertise – delete

Judging—

As stated one round to final 8

Schools one person per school Thursday afternoon late

Timing is ok

Format – mac and pc friendly – no vhs

Judging/Awards

Discussion

Jack/Vish reviewed their recommended changes to chapter report judging. Last year process was going to be on a website – judges did not get good information – could not give judges clear direction/timing. Some judges communicated with Fred – some did not get through. Disks that went out were faulty

Changes recommend include:

  • AMA prescreening submissions for required elements. Only those that meet requirements will be provided to judges. Pat thinks we will be able to post these on a secure site (like the council secure site) for judges to review. IH will be the primary contact for communications.
  • Change scoring system 20 for chapter plan 25 points professional development Vish, Jack and Keith – how do we rewrite points for chapter plan and professional development
  • Fred hope that for judges there be some training about what we are looking for – for example, last year they (his school) had a speaker series—judge took off points due to too much emphasis on automotive.

Keith indicated that the document “Guidelines for Judges” was review and updated just a year and a half ago.

Keith also mentioned that the conference evaluation responses indicated that there are too many functional awards.

Ambassador Program

Discussion

Shanita and Scott distributed a report on Ambassador Program revisions. They

have not recreated the wheel they have modified/moved forward on things already in place. They thanked Gail and Victoria for information and insights.

Program has covered many areas: recruitment/retention – recruit new chapters, have existing groups affiliate with AMA, identify mentors.

Identify top 16 chapters to serve as ambassadors to:

  • Identify who can start a chapter
  • Connect with current chapters who need assistance
  • Talk with people who may not know about AMA

Anny of the top sixteen chapters that are not represented on the council should be included. This is also good way to further engage advisors. Vish has names of people who volunteered to help “off-council”. He will put those into a spreadsheet and send.

They recommend that at risk people plus mentors and advisors be invited to some special gathering at the conference

Fred recommended looking at community colleges (Delta college) that feed universities, should be able to mentor students/market come into this university already a member of a club – have them join the chapter (satellite)

Fred also indicated we need an initiative to get more of the prestigious schools, such as:

  • Arizona
  • Nebraska
  • PennState
  • UPenn
  • Texas
  • Illinois
  • TexasA&M
  • Notre Dame

Schools on this list that have chapters might serve as mentors. AMA Family contacts can help in identifying people to talk with at schools that do not currently have chapters.

Decisions

ADD – to at risk criteria – chapters that are shrinking in size

Include references to diversity across initiatives – across plan –

Include schools with diverse populations at regional conferences

Perhaps special recognition in awards for diversity outreach activities

Identify best way to use print funding:

  • Couple of different versions to attract
  • By type of school – what is the appeal
  • Tiered communications approach

Jimmy comments:

Communicate with 16 schools

Let everyone know

Part of being a mentor is putting together chapter plan

Make 2-3 chapter plans available as examples

Keith re November Meeting

Decision

Meeting will be Saturday 11 am to 7 pm so that people who want to arrive Saturday morning can get in on time. Keith will arrange informal late dinner (pay own) Friday night. There may be committees and/or executive group meetings on Saturday morning.

Regional Conferences

Discussion

Victoria and Tim receiving proposals for regional meetings hope to get off-council plus Keith to help evaluate proposals to select hosts for regional meetings. They can apply to receive up to $500 – given as a grant (not repaid). However, there needs to be a requirement that AMA receive a report on how funding was used and the impact of the use of those funds. –

Have new chapters attend, have diversity element

Decisions

Tim and Victoria will review/revise “how-to”

Pace Hofstra is good model – let them do their thing, tie to ambassador program, support

Send info to current list of advisors – one page form asap

2009 Conference/Faculty Research

Discussion

The new conference schedule was distributed. Tim has emailed to all full results of evaluation of 09 conference. 70% first time attendees – overall 50% top marks, 1.1% said terrible. 45% definitely attend next year.

Review day by day – exhibit hall open 8-3pm –

Kodak opportunities in conference – Tshirt exchange –

Recruiter sessions – will work with Karen for collegiate partner sessions

3/40 minute sessions

Judging exhibits – collegiate partners?

Last year was Deb, Vish and McGraw Hill

Academic and Researcher speakers also will be asked to participate during interview time.

Vish indicated the faculty advisor schedule has changed. He will send out electronic version to all. He commented that the call for papers has too many colors.

Thursday, August 7, 2008

Pat not participating, Deb Billow attended.

CASE COMPETITION

Discussion

-Two handouts: Rules and Timeline

-Need to ensure we have the proper IH support (Naomi) available to post all cases on line (in harmony with the published timeline) – December 17 is due date for cases. These will need to be posted within 2 days of receipt

-Kodak Case: centering around their website Kodak Gallery; should target market be expanded? Want to launch a next generation of their website; how can it be more relevant; how can it be monetized more? What role should social networking play?

-Kodak has provided “too much” research that will be culled back so it is not so leading

-Previous Cases: Both Quick Trip and New Orleans case competition from previous years have been posted

-Last year judging comments were not sent out to all participating schools by IH. This year need to ensure that happens

-Discussion around possible role of mentors for schools to reach out to for help

Decisions

-Agreed to a limit the case length to 20 pages (down from 25 last year). Agreed to allow as much research as the students want to include be put in the appendix

RESEARCH SERVICES

Discussion

-Lag time between accumulating email addresses form students and getting them into the AMA system

-Idea: ask students to opt in to a student based panel; market panel once it has been created. Start creation process

  • Have survey ideas such as: question to schools who request the case and decide not to do it

SPONSORSHIPS

Discussion

-Handed out three color promotional sheets developed by Karen; passed around Hot List; mentioned B-list; mentioned Lore attending 2 Chicago career fairs

-Announced price reduction for Career Corner from $1,500 to $600 based on competitive assessment

-Asked to consider tiered pricing that may include previews of resumes prior to the conference

-Career Corner program for 2009: 5-6:30 Networking roundtables; 8-10 Career Fair; 10-4 Interviewing

COMPETTIVE ASSOCIATIONS

Discussion

-Council Members provided an additional list of associations that would be worth further study for sponsors, dues structure etc.

  • PRSSA
  • Ad Federation
  • SIFE (Students in Free Enterprise)
  • BPA ( Business Professionals of America)
  • National Sales Competition (missing a word)

DEVELOPING OFF COUNCIL VOLUNTEER BASE

Discussions

-Ideation session of names of contacts Council members have of people who may be interested in supporting Council activities

  • Jimmy collected the names at the meeting

SERVICE GRANTS

Discussion

-Fred responsible for sending out initiating email by approx Oct 1

BOARD IN A BOX

Discussion

-Professional Chapter Board in a Box … nice but not with Collegiate needs (Jimmy)

  • Need to distinguish between objective of Board in a Box and the need for the proper information posted on site (listed below)
  • Should include important “things” for new Chapters, struggling Chapters, Chapters trying to move form “good to great”; best practices – a resource students and advisors need

-Need to show: annual reports, chapter plans, cases, service grant materials, important dates, forms, important conference information and follow up (photos etc.), advisor calendar (dates things are due), fund raising ideas and structures

IH/COUNCIL LIASONS

Discussion

-To ensure mutual accountability and improved quality of programming it was agreed to create liaisons between IH personnel and students, Council members or Faculty supporters of Council activities for three key areas (IH recommended):

  • Newsletter, Website development, Sponsorships

MARKETING NEWS

Discussion

-Conducted a conversation to confirm that Mrktg News is not a publication that is valued by College Students. Agreed that stopping a “force out’ of Mktg News 8 times per year was not of value to Collegiate Students

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