University of Washington, 2015‐2016 Annual Report

AMERICAN MARKETING ASSOCIATION
University of Washington
Foster School of Business
2015 - 2016 Annual report
Envision your future. envision ama.

Presidents’ welcome
PROFESSIONAL DEVELOPMENT
COMMUNITY & SOCIAL IMPACT
MEMBERSHIP
FUNDRAISING
COMMUNICATION
CHAPTER OPERATIONS
CALENDAR OF EVENTS
Budget
THANK YOU!
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4
13
15
16
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20
21
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23
HUSKY PAW EVALUATION SYSTEM
ResultsFar Exceeded Objectives
ResultsExceeded Objectives
ResultsMet Objectives
ResultsDid Not MeetObjectives

PRESIDENTS’ WELCOME
AUSTIN MILLER
CO-PRESIDENT
CHAD SHAPARD
CO-PRESIDENT
ENVISION YOUR FUTURE. ENVISION AMA.
At the University of Washington Chapter of the American
Marketing Association, our mission is simple: “To make
them greater.” In everything we do as an organization, we
strive to empower our members to achieve their dreams
by providing an extensive network of opportunities.
Less than 5 years ago, the UW AMA chapter was started
by 3 pioneering members at the University of
Washington. This year, our Leadership Team’s goal was
to foster the UW AMA’s best year to date. Today, we are
well on our way to making that goal a reality. Through
entertaining and educational weekly meetings, our 5th
Annual Etiquette Dinner, our 3rd
Annual Regional
Marketing Conference, our consistent and eye-catching
branding, our exclusive internship database and career
pipeline, our student-run ad agency HuskyCreative, and
over 60 leadership positions, we have created countless
opportunities for our 126 members to kick-start their
futures.
We are extremely proud of the great work that our
chapter has accomplished this year, and we are excited
to continue to grow as an organization. We look forward
to seeing you in New Orleans!
Kind Regards,
Austin Miller & Chad Shapard
3

AUTUMN KICK-OFF
Every year, the UW AMA Chapter begins the year with
our Autumn Kick-Off Event, where we speak to
potential members about all the benefits of joining
AMA, discuss our upcoming meetings and events,
introduce our team, and answer any questions that
students may have. This year’s Kick-Off Event took
place on Wednesday, October 7th
, 2015.
OBJECTIVES:
+Meet attendance goal of 100 students
+Showcase AMA and give a brief overview of all the
benefits that our Chapter has to offer
+Achieve 50 sign-ups at conclusion of meeting
RESULTS:
+173 students attended our kick-off meeting, the
largest meeting attendance in our Chapter’s history
+70 students signed up for UW AMA membership
AMAZON
DO YOU HAVE WHAT IT TAKES?
Three professionals from the Amazon Media Group
(AMG) Team kicked off our professional speaker
series for the year on Wednesday, October 14th. The
purpose of this event was to give our members
exposure to the marketing process at a Seattle-based
Fortune 500 company. (Continued in next column)
OBJECTIVES:
+Encourage participation among members and
facilitate Q&A
+Allow time after meeting for our members to network
with AMG professionals
RESULTS:
+145 students in attendance
+Active participation throughout presentation and
Q&A
+Dozens of students personally connected to Amazon
professionals
+37 new membership sign-ups
IGNITE WITH GENERAL MOTORS
This event was held in collaboration with the UW
Chapter of the Public Relations Student Society of
America (PRSSA) on Wednesday, October 21st. Dave
Barthmuss, Group Manager of Communications at
General Motors, was the keynote speaker, and he was
joined by three professionals from Weber Shandwick.
OBJECTIVES:
+Expose our members to GM’s corporate marketing
strategy and the field of public relations
RESULTS:
+Members had the opportunity to network with Dave
Barthmuss and his cohort after the event, and some
got the chance to interview for internship positions
with GM.
OVERALL OBJECTIVES:
+Develop our members’ professionalism and marketing
knowledge through weekly meetings, workshops, office
visits, networking events, leadership opportunities, and
real-world marketing experiences.
OVERALL RESULTS:
+Over 1,000 combined total attendance for all events
+Average of 92 students at each of our events
+10 professional meetings and 3 major events so far
+63 members in leadership positions within AMA
WEEKLY MEETING COMPANIES
4

RED BULL
ENERGIZE YOUR FUTURE
This event took place on Wednesday, October 28th.
The energy drink company Red Bull was invited to
share their global marketing strategy, as well as job
and internship opportunities.
OBJECTIVES:
RESULTS:
+Despite holding this meeting during midterms, we
had a total attendance of 80 members
+Unfortunately, the speakers were not authorized to
share specific information about marketing strategy
RAZORFISH
SHAPE YOUR DIGITAL FOOTPRINT
London-based digital marketing agency, Razorfish,
was invited to our last weekly meeting of fall quarter
on Wednesday, November 4th
. The purpose of this
event was to expose our members to a different side
of marketing, the world of marketing agencies. During
this event, Razorfish shared some of the marketing
campaigns that they have created for various clients,
such as Nike and T-Mobile.
OBJECTIVES:
+Promote Razorfish’s internship program and allow
time for Q&A
RESULTS:
+Extremely positive feedback; deemed best meeting
of the quarter by several members in attendance
BOEING
TAKE FLIGHT IN YOUR CAREER
On Wednesday, January 13th
, the world’s largest
aircraft manufacturer, Boeing, was invited to share
their sales and marketing strategy. North American
Sales Manager Jeff Edwards shared the importance of
strong presentation skills and brand consistency, in
addition to market research and data analytics.
OBJECTIVES:
+Discuss the key components of a sales pitch
RESULTS:
+Highly interactive meeting and Q&A
YOU, INC.
PERSONAL BRANDING WORKSHOP
Director of Husky Creative, Allie Jones, hosted this
workshop on Wednesday, February 3rd to teach our
members how to create their own personal brands and
market themselves.
OBJECTIVES:
+Provide step-by-step process of creating a personal
brand and getting hired by your dream employer
RESULTS:
+Provided resume, cover letter, and LinkedIn tips
WEEKLY MEETING COMPANIES
5
“As a freshman, joining ama haseasily been my best college decision sofar.” -kim perdue

4TH
AVENUE MEDIA
GET FOCUSED
We invited Lucas Mack, Founder and CEO of 4th
Avenue Media, to our meeting on Wednesday,
February 10th
. Lucas gave an inspirational speech
about making a positive impact on the world with the
power of marketing.
OBJECTIVES:
+Connect members with internship opportunities
RESULTS:
+Dozens of questions answered throughout meeting
MCDONALD’S
BUILD YOUR MC-BRAND
This meeting has not yet occurred, but it is scheduled
for Wednesday, February 17th
. We will be welcoming
Kim Bayer, Senior Marketing Director at McDonald’s.
OBJECTIVES:
+Communicate with speaker ahead of time to ensure
interactive and informational presentation
RESULTS:
+Meeting has not yet occurred
SUIT UP - 5TH
ANNUAL ETIQUETTE DINNER
The theme for this year’s Etiquette Dinner was “Suit Up”, and the goal was
to help students bridge the gap between college life and life as a working
professional. We invited AMA members, as well as students from a variety
of majors across campus. The event featured 2 speakers: Monica Viharo, a
local etiquette expert, and Angela Donohue, a marketing professional from
Microsoft who spoke about professionalism. Meanwhile, our guests
practiced these new skills while networking and enjoying a 3-course meal.
OBJECTIVES:
+Host a dinner with 120 students and 20 professionals
RESULTS:
+100 students and 25 professionals attended the event
+We received only positive feedback with a 100% satisfaction rate
COMPANIES IN ATTENDANCE
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“since joining ama, I feel more empowered and confident than ever before.” -Adrienne leon

CONNECT - 3RD
ANNUAL REGIONAL MARKETING CONFERENCE
UW AMA’s 3rd
Annual Regional Marketing Conference
was hosted on January 30th, 2016 in Paccar Hall at
the University of Washington. In partnership with the
Foster Undergraduate Career Center and generously
sponsored by T-Mobile, the theme for this year’s
conference was “Connect”. Our primary goal was to
connect students with professionals, and vice versa.
The day began with a keynote from Kris Kraft, the
Director of Marketing at T-Mobile. He focused his
speech on T-Mobile’s “disruptive marketing.” From
there, attendees had the option to attend 2 of 3
breakout sessions with Starbucks, University of
Washington Athletics, and Project Bionic. From the
breakout sessions, our guests enjoyed lunch with
professionals from over 15 companies (listed below).
After lunch, professionals in attendance were divided
into 3 “Best Practices” panels. Students had the
unique opportunity to have all of their marketing and
business-related questions answered by a panel of 4-5
professionals. Michelle Berg of Nordstrom Corporate
concluded the event with closing remarks about
Nordstrom’s “2020” plan, and how Nordstrom plans to
bring in $20 billion in revenue by the year 2,020.
OBJECTIVES:
+Welcome 4 other universities
+Achieve 80% satisfaction rate among attendees
+Host successful breakout sessions, a networking
lunch, and a professional panel
RESULTS:
+140 students registered
+4 universities in attendance
+15 companies in attendance
UNIVERSITIES & CompaniesIN ATTENDANCE
Seattle University Saint Martin’s University University of Washington, Bothell University of Oregon
T
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MARKETING WEEK - OCTOBER 19TH
- 23RD
The primary goal of this year’s Marketing Week was to showcase the numerous benefits of joining the UW Chapter
of the American Marketing Association. The theme was “Envision your future with AMA”, and it served to highlight
the various types of activities that our chapter is involved in.
OBJECTIVES:
+Engage Potential Members: Achieve 30 newsletter signs-up throughout the week
+Professional Development: Host 2 workshops to prepare our members for the internship and job search
+Real-World Experience: Plan an office to provide 20+ members with the opportunity to see an advertising agency
+Build Relationships: Partner up with the UW Public Relations Society to welcome a high-profile speaker and
network with other like-minded students
+Philanthropy: Select our charity partner for the year by allowing members to vote
RESULTS:
+MONDAY, OCT 19: For our philanthropy event, we sold Krispy Kreme Donuts for $1 each, and we
encouraged students to sign up for our newsletter, allowing students to vote for our
charity partner of the year. We successfully raised $65, and all proceeds were donated
to the American Cancer Society. We also achieved 26 newsletter sign-ups.
+TUESDAY, OCT 20: For our first professional development event of the week, we partnered up with the
Career Center to host a Networking Workshop, in which we covered basic tips and
tricks to successfully network with professionals
+WEDNESDAY, OCT 21: For our weekly meeting, we partnered up with the UW Public Relations Society to bring
in a speaker from General Motors, who spoke about the art of storytelling
+THURSDAY, OCT 22: For the second professional development event of the week, we hosted a LinkedIn
workshop, where we offered one-on-one LinkedIn profile reviews and professional
headshots to be used for our members’ LinkedIn profile pictures
+FRIDAY, OCT 23: For our office visit, we toured Wongdoody, a creative agency in Downtown Seattle, with
20 of our members
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“AMA has changed my college experience. Sincejoining,I feel asifI have broadened my horizonsand
finally understand the importance ofnetworking.”-ChandlerSipes

HUSKYCREATIVE - UW AMA’S ADVERTISING AGENCY
HuskyCreative is a not-for-proft advertising agency at the University of Washington AMA chapter that provides
benefits to support our sponsors. We provide university students with real-world advertising experience unparalleled
by curriculum, while paving the way for future careers in advertising and marketing. We support businesses with
customizable marketing benefits by way of creative collateral, campaigns, production, and consulting. Each sponsor
is given an assigned team of Account Executives, Account Managers, and Design Leads to customize duration,
focus, and deliverables of project.
OBJECTIVES:
+To expand capacity to 3 full teams, completing 9
client projects by the end of the year, 3 of which
should be pro-bono
+Release 3 scholarships for members to attend
classes at Seattle’s School of Visual Concepts by the
end of the year
RESULTS:
After receiving a record-breaking number of
applications this year, we carefully interviewing each
applicant, and arrived at a team of 21 members. This
has allowed us to run in full capacity, with 4 projects
running simultaneously. When unforeseen
circumstances caused one of our account executives
to resign and a large client backing out at the last
minute, a promising Account Manager was promoted
to take on the Internal team, building our own
HuskyCreative brand. Through development of
contingency policies and a dedicated team, all 4 final
projects thrived.
Client interest has not let up, and winter quarter saw
similar success at full capacity. 4 full teams were
launched after a brief member-development project,
and a 5th is slated to launch in early February,
promoting another Account Manager and hiring an
additional member. The members have enjoyed a
variety of projects, including a full rebrand and
creative campaign for UW’s Army ROTC department,
which are seeking to continue the partnership
throughout the year. Looking ahead, our focus will
shift from recruitment to training new leadership.
Professional development has been a priority
throughout each decision made in HuskyCreative.
Members have been able to indicate desired projects
and explore new roles in design or account services. In
addition, an increased focus in industry-specific
support has been implemented. Between accounts,
each member was tasked with developing their
personal brand, which was a very well-received project
with impressive results.
The goal of dispensing three scholarships to the
School of Visual Concepts is exactly on track, with two
members enrolled in graphic design classes this
winter. These scholarships are intended to provide
valuable skills to our members that will improve the
quality of HuskyCreative’s production, and assist
building members’ career credentials. Another
scholarship will be released in the spring.
WALLACE GLOBAL ENTERPRISES
BETTER PROPERTIES DOWNTOWN CLIENTs
Glen Clove Repair
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“Huskycreative hashelpedme gain a better
understanding of marketing. It has integrated
me into a new communityandsignificantly
expandedmy network.” -Manveen dhillon

SPRING QUARTER EVENTS
From February 2016 through June 2016, we plan on
hosting 7 additional weekly meetings and 2 large
events: our Winter Membership Event and our Member
Appreciation Dinner- PRISM.
OBJECTIVES:
+Host 7 or more weekly meetings
+Host 2 large events
+Meet attendance goal of at least 40 students at every
meeting and 60 members at PRISM
RESULTS:
+Results are pending for these upcoming events
INTERNSHIP / CAREER PIPELINE
Our decision to create a new position this year–the
Vice President of Student Development–was due to
the fact that we wanted to help our members develop
professionally and land their dream jobs and
internships. The internship / career pipeline is
essentially a database where our members can search
for internships and jobs, and then receive one-on-one
coaching to prepare for their interviews.
OBJECTIVES:
+Assist students with all aspects of the application
process, including resumes, cover letters, LinkedIn,
etc.
RESULTS:
+At least 5 members hired into internship positions,
despite low-traffic internship season
+More than 15 members requested and received in-
person coaching on professional development
+More than 45 members received coaching via online
contact
MENTORSHIP PROGRAM
UW AMA Members have access to a professional
mentor network through the Puget Sound Chapter of
AMA.
OBJECTIVES:
+Make sure our members are aware of this
mentorship program and can access these resources
when needed
+Attempt to connect our members with mentors
RESULTS:
+Very little interest among members
+Working with PSAMA Representative to create
excitement about this program
NATIONAL CASE COMPETITION
Hershey’s submitted a case study in hopes that
someone would create a revolutionary marketing
strategy for their new product, “Ice Breaker Cool
Blasts”. The UW AMA assembled a team to develop a
marketing plan that met Hershey’s requirements.
OBJECTIVES:
+Recruit a team of 6 highly motivated individuals
+Create an innovative and exciting marketing strategy
+Improve upon last year’s national case competition
entry
RESULTS:
+The Case Competition Committee found great
improvement from years past. The paper that the
team submitted was detailed and organized, and the
committee is proud of their work
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“Immediately stepping into myfirst AMA club meeting,I felt a livelinessthat I truly haven't felt
anywhere else before.” - Jen Lo

PROJECT MANAGERS
Project Managers assist the VP of Operations with
planning and executing the Etiquette Dinner,
Marketing Week, PRISM Dinner, and any other events
the AMA puts on during the year. Not only do they gain
invaluable experience with event planning, they work
both individually and as a team to reach goals. These
experiences can then be used when interviewing for
an internship or job. The Project Managers also gain
insight on the inner workings of UW AMA, which helps
propel them on towards roles in the Leadership Team
if they choose.
OBJECTIVES:
+To provide extensive event-planning experience to a
group of 4 UW AMA members
RESULTS:
+5 Project Managers were hired to assist the VP of
Operations with the Etiquette Dinner. They worked
with the caterer to coordinate the menu and logistics
of the night. They also helped market and promote the
event in the Foster School of Business and in other
colleges throughout the University of Washington.
BRAND AMBASSADORS
The Brand Ambassador team is an opportunity for
AMA members to become more involved with AMA on
campus, while allowing them to develop their design
and project management skills. Brand Ambassadors
assist the VP of Marketing in ideating and executing
marketing campaigns to raise awareness about AMA
events and the AMA brand on campus. Within the
team, each Brand Ambassador will hold a specific role
and oversee the marketing for their assigned
campaigns.
OBJECTIVES:
+Hire, train, and manage a team of 5+ AMA members
to advertise AMA events on campus
+Provide opportunities for Brand Ambassadors to
develop their creative and graphic design skills
+Ideate and coordinate promotional campaigns for
each UW AMA event
+Distribute physical promotional materials, share
digital graphics, and promote awareness of UW AMA
on campus
+Each Brand Ambassador accomplishes specific
personal goals set at the beginning of the year, while
completing a variety of tasks
RESULTS:
+Hired a team of 7 driven Brand Ambassadors from a
candidate pool of 15, through a process of
applications and interviews
+Conducted 2 workshops that allowed Brand
Ambassadors to become familiar with UW AMA
branding, develop their design skills, and share ideas
for future campaigns. External graphic design experts
were brought in for hands-on tutorials.
+Created a team database of resources (contact
information, software, online tutorials, branding
guidelines)
+Collaboratively designed team t-shirts to build team
camaraderie and raise awareness of UW AMA on
campus
+Brand Ambassadors took ownership of their
assigned campaigns, designing, printing, and
distributing marketing collateral for each event
REGIONAL CONFERENCE
COMMITTEE
The Regional Conference Committee is an opportunity
for AMA members to develop their project
management and event-planning skills. The Regional
Conference Committee assists the Regional
Conference Director to plan and execute our largest
event of the year. (Continued on next page)
11
“I love thatama provides an outlet to apply
the things we learn in a classroomto the real
world.” -Kalei Munsell

OBJECTIVES:
+To hire, train, and manage a team of 5+ AMA
members to plan all logistics of the Regional
Marketing Conference
RESULTS:
+Hired a team of 3 Committee members
+Met weekly to brainstorm, design marketing plan,
and create action items for the following week
+On the day of the Conference, the committee
seamlessly handled all issues, ensured that all guests
were taken care of, and guided speakers to their
respective classrooms
PHILANTHROPY COMMITTEE
The Philanthropy Committee will assist the VP of
Philanthropy with planning and putting on
philanthropic events throughout the year.
OBJECTIVES:
+Hire, train, and lead 3-5 AMA members to help plan
philanthropy events during the 2015-2016 school year
+Create incentives and marketing strategies that
inspire members to attend philanthropic events
+Get connected with local marketing firms and find
ways to do philanthropic work with their companies
+Brainstorm new philanthropic events that will appeal
to members
RESULTS:
+3 AMA members were hired onto the Philanthropy
Committee
+The Committee put on a variety of events during fall
and winter quarter, with member involvement
improving drastically
+The Committee is in contact with several local
marketing firms and is currently working with them to
plan future philanthropic efforts
SOCIAL COMMITTEE
This new committee was created to be responsible for
planning quarterly social events for AMA members.
OBJECTIVES:
+Hire 3-4 AMA members onto the Committee
+Plan a fun members-only event during fall quarter to
encourage member retention in following quarters.
RESULTS:
+3 AMA members were hired onto the Social
Committee
+Organized a highly successful and fun “Murder
Mystery” Holiday Party in the beginning of December
HUSKYCREATIVE
HuskyCreative recruits from AMA to fill agency
positions, including Account Executives, Account
Managers, and Design Leads. AMA members are
responsible for all project aspects from briefing to
finished deliverables.
OBJECTIVES:
+Build out HuskyCreative enough to fill three full
teams.
RESULTS:
+Member interest is at an all-time high. Due to an
excess of interest, the application webform was
transformed into a waitlist application to keep in
contact with interested AMA members, should a
position become available. A steady building of that
list has continued throughout the year. 20
HuskyCreative members, in addition to the director are
running client projects, which is nearly double the size
of last year’s agency. Because of this, a fourth team
was added to original projections Fall Quarter, and a
fifth team was added halfway through winter quarter
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FOSTER WEEK OF SERVICE
Each year, the University of Washington’s Foster
School of Business hosts a Week of Service and
encourages Foster student organizations to
participate by hosting philanthropic events for
students. This year, AMA partnered up with Husky
Sales Club to put on 2 events throughout the week: a
Pizza Feed and Food Drive, as well as a Street Clean.
OBJECTIVES:
+Raise money for the American Cancer Society
+Collect a large quantity of food items to donate to the
University District Food Bank
+Help clean up our surrounding community by getting
a large group to clean nearby University Way
RESULTS:
+Raised over $100 for the American Cancer Society
from Pizza Feed
+Collected over 100 cans to donate to the University
District Food Bank.
+20 AMA members showed up to help participate in
the University Way Street Clean
MARKETING WEEK EVENT
During Marketing Week in October, AMA held a Donut
Feed and Raffle to generate student interested in AMA
and determine our “charity of the year”. We sold
donuts for $1 each, and students were able to vote for
our charity of the year with each donut purchase.
OBJECTIVES:
+Choose a charity that AMA will donate their yearly
philanthropic proceeds
+Raise $50 for the chosen charity through donut sales
RESULTS:
+The American Cancer Society was selected from 3
organizations as our charity of the year
+$65 raised and donated to the American Cancer
Society
OVERALL OBJECTIVES:
+Improve our philanthropic efforts both within the
University of Washington and in the greater community
+Hold multiple philanthropic events and opportunities
each quarter for members to participate in, as well as
one larger event during the year dedicated to service
+Launch a pro-bono advertising service for nonprofits
OVERALL RESULTS:
+Philanthropic events were planned during Marketing
Week and the Foster Week of Service, and AMA
members were given several opportunities to volunteer
in the community
+HuskyCreative completed 1st ever pro-bono project
for nonprofit organization
13

HUSKYCREATIVE NONPROFIT
INITIATIVE
A new focus on nonprofit efforts has been added this
year. With this shift, members are encouraged to think
creatively to engage the community. Advertising can
be expensive for small non-profits, so HuskyCreative
has sought to ease their burden and spread
awareness for worthy causes
OBJECTIVES:
+Include one pro-bono client with a community focus
each quarter
RESULTS:
+pennys4change is a local non-profit that collects
loose change to help underprivileged children in
developing communities. Our team created a
promotional video that highlighted the easy process of
donating. HuskyCreative’s members collaborated with
pennys4change’s Founder to storyboard, script, shoot,
produce, and publish a high-quality video.
UNIVERSITY DISTRICT FOOD BANK
In mid-November, the Philanthropy Committee
planned a volunteer opportunity for members at our
local University Food Bank. The event was a three-
hour session where volunteers helped sort donated
food and served individuals who visited the food bank.
OBJECTIVES:
+Help our local food bank in their efforts to serve
individuals in need right in our neighborhood
+Provide an opportunity for at least 10 AMA members
to give back to the community
RESULTS:
+Over 20 AMA members showed up and spent 3 hours
serving the community
HOLIDAY PARTY
At our Holiday Party, instead of charging an entrance
fee, we asked our members to bring 1 non-perishable
food item to be donated to the local food bank
OBJECTIVES:
+Collect 50 non-perishable goods
RESULTS:
+AMA members brought in over 100 cans of non-
perishable food items that were donated to the
University District Food Bank in December
RELAY FOR LIFE
Relay for Life is an annual event held across the
United States that supports the American Cancer
Society. Student organizations on campus create
teams to participate in the event and fundraise to
donate to the American Cancer Society.
OBJECTIVES:
+Heavily market to AMA members during weekly
meetings and events to get a large team together
+Have AMA represented by 15 members at the event
+Raise $200 for the American Cancer Society
RESULTS:
+Announcements made at every event during winter
and spring quarter
+20 AMA members attended event
+$200 raised for the American Cancer Society
+Team already being formed for May 2016
14

RECRUITMENT
OBJECTIVES:
+Recruit 100 paid members this year through a variety
of recruitment tactics
RESULTS:
+Reached 126 paid UW AMA Members
+Tabled during Foster Week of Welcome RSO Fair
(Sept. 29th) and the Red Square Activities Fair (Sept.
30th and Oct. 1st), giving away AMA swag and flyers
to promote our first meeting of the year
+Promoted UW AMA’s social media posts and events
on our own personal accounts, attracting more
students to our events
RETENTION
OBJECTIVES:
+Make each of our members feel welcomed at our
meetings through efforts to remember their names
and show interest in their lives outside of AMA
+Offer leadership opportunities to encourage
continued involvement in AMA throughout our
members’ undergraduate career
RESULTS:
+Average of 92 students at each of our events
+119 members in Facebook group
+63 members involved on a committee, the
Leadership Team, or HuskyCreative
MEMBERSHIP DATABASE
+ AWARD SYSTEM
OBJECTIVES:
+Maintain and update membership database regularly
to keep accurate information on members’
attendance, contact information, birthdays, etc.
+Incentivize members to become highly involved in
the UW AMA by rewarding active involvement
RESULTS:
+CRM System “Podio” used to track members’
information and involvement
+“Members of the Quarter” and “VP’s of the Quarter”
awarded at Holiday Party with gift bag and Chipotle
gift cards
+“Member of the Year” will be awarded at PRISM
Dinner during spring quarter
SOCIAL EVENTS
OBJECTIVES:
+Provide our members with opportunities to create
friendships within our club by hosting various social
events throughout the year
RESULTS:
+Created Social Committee to plan regular social
events
+Planned and executed members-only Holiday Party in
December with “Murder Mystery” theme and 50+ in
attendance
MEMBERSHIP
OVERALL OBJECTIVES:
+Recruit 100 paid members this year, hosting engaging
events that foster involvement and high retention
throughout the year
OVERALL RESULTS:
+Reached 126 paid members, the largest membership
in our chapter’s history
+Created Facebook group to build community
+Planned and executed a members-only holiday party
15

CORPORATE SPONSORSHIP
Sponsoring the UW AMA is a two-way endeavor. Our
sponsors take part in helping fund the numerous
opportunities that AMA provides, including our
quarterly networking and business-focused events, as
well as our weekly meetings with marketing
professionals. Meanwhile, our sponsors rely on us to
gain visibility at the University of Washington and
access to our cohort of talented marketing students.
OBJECTIVES:
+Raise $3,000 through sponsorships with local
companies
+Provide networking opportunities to connect
sponsors with AMA members
+Keep sponsors updated about progress of UW AMA
Chapter through quarterly sponsor newsletters
RESULTS:
+Successfully raised $3,000 in corporate sponsorship
+Current sponsors include T-Mobile, Project Bionic, 4th
Avenue Media, and React Mobile
+Sponsors have been invited to speak at weekly
meetings, attend our Etiquette Dinner and Regional
Marketing Conference, and promote their jobs and
internships to our members
+Sent out sponsor newsletter at the beginning of fall
and spring quarters
HUSKYCREATIVE FUNDRAISING
HuskyCreative seeks to give members experiential
education while providing benefits to sponsors.
Sponsor donations then go toward funding
scholarships to the School of Visual Concepts,
educational support, and AMA operations.
OBJECTIVES:
+Generate $3,000 in revenue by June, 2016
RESULTS:
+On track to reach target, despite client backing out
midway through Fall Quarter
+Continually adding new accounts, increasing
projected revenues
+Due to the newly introduced non-profit initiative, one
team per quarter is executing work for a project that
will not produce a profit
ASUW SPECIAL APPROPRIATIONS
OBJECTIVES:
+Request $500 from the Associated Students of the
University of Washington (ASUW)
+Funds will be used to pay for Etiquette Dinner
Expenses
RESULTS:
+Granted $500, allowing us to reduce ticket prices for
the Etiquette Dinner and make the event more
affordable
FUNDRAISING
OVERALL OBJECTIVES:
+Create and develop long-term relationships with
corporate sponsors to raise funds that are crucial to
paying for our various operating expenses
+Utilize HuskyCreative as a revenue source for the club
OVERALL RESULTS:
+Raised $3,000 in corporate sponsorship so far this
year
+HuskyCreative is on track to meet $3,000 goal
16
"AMA has given me a clearpicture of what the
worldof marketing contains. It hasallowed me
to determine what exactlyI want in my future
career andhas openeddoors to help me get
there.”-Cassie Marcotte

AMA BRAND
OBJECTIVES:
+Establish a cohesive, exciting, and recognizable
brand by using consistent linguistic and visual themes
throughout all communications
+Utilize a consistent tone and voice that will garner
instant brand recognition and prestige
RESULTS:
+Created the tagline for the year: ‘Envision Your
Future. Envision AMA.’
+Successfully built a strong and consistent brand
presence on campus through various campaigns
+Established color palette, logo options, typefaces,
and tone guidelines
+Conducted multiple tabling events, where Brand
Ambassadors represented UW AMA throughout the
day, wearing AMA t-shirts and answering students’
questions about the organization
TRADITIONAL MEDIA
OBJECTIVES:
+Ideate and design bold campaigns to attract the
interest of the general campus for UW AMA events
+Print and distribute all flyers and posters for
campaigns at least 2 weeks before each event
+Adhere to AMA branding guidelines, while
incorporating branding of speaker companies
RESULTS:
+75% of all campaigns were designed and distributed
2 weeks in advance of the event
+All campaign designs successfully incorporated UW
AMA branding guidelines while paying homage to the
speaker companies’ branding
+All print collateral included details regarding time,
date, location, and speaker for the events, in a
minimalist and consistent format
COMMUNICATION
OVERALL OBJECTIVES:
+To convey the vision and goals of the AMA in a
professional, transparent, and concise manner
throughout all communications, both internally and
externally
OVERALL RESULTS:
+The Vice President of Marketing and Vice President of
Public Relations consistently released AMA-related
information to members and the public. This was
accomplished through posters and flyers, AMA SWAG,
email blasts, social media updates, and guerilla
marketing campaigns
17

T-SHIRTS
OBJECTIVES:
+Design stylish t-shirts to build camaraderie among
members and spread the word about AMA on campus
+Order t-shirts prior to first meeting and give to
members at no cost as an additional benefit of joining
+Design and Order separate Leadership Team shirts to
be worn at all casual dress code events
RESULTS:
+Design was created through collaborative effort of
Leadership Team and ordered in August
+Member t-shirts were distributed to all new members
at the end of the kickoff meeting
+Leadership Team shirts were worn by the entire team
at the kickoff meeting and at subsequent AMA events
throughout the year
PROMO PRODUCTS - “SWAG”
OBJECTIVES:
+Design, print, and distribute complimentary branded
‘SWAG’ to members, professionals, and the general
campus to reinforce the AMA brand
+Order all promotional materials before the first
meeting of the year
RESULTS:
+AMA-branded business cards, stickers, coffee mugs,
and pens were designed, ordered, and dispersed at
recruitment events preceding the kickoff meeting
+UW AMA coffee mugs are gifted to all professional
speakers and Board of Advisors members, and
awarded to members of the quarter
+Stickers and pens were rapidly dispersed throughout
the student body and can be regularly seen being used
by the majority of business students on campus
GUERRILLA MARKETING
OBJECTIVES:
+Plan and execute 1-3 guerilla marketing campaigns
throughout the year
+Campaigns should garner the attention and
participation of 100+ members of the student body
RESULTS:
+The Brand Ambassador team planned a Finals Week
Giveaway during Fall Quarter, sourcing complimentary
products from brand representatives (KIND Bars,
Monster Energy Drinks, Icebreaker Mints, etc.). These
were distributed at a prominent table in the Business
School through a Spin-To-Win game. Over 200
students were surprised with study snacks and
stationary over the course of 2 days, building positive
brand association for UW AMA
+Several guerilla marketing campaigns are fully
planned and in the execution pipeline, including a St.
Patrick’s Day event, a social media scavenger hunt,
and chalk art around campus
COMMUNICATION
18

DIGITAL MEDIA
OBJECTIVES:
+Utilize the following social media channels to provide
relevant and consistent content to the general public:
Facebook, Instagram, Twitter, LinkedIn, and Snapchat
+Create Facebook events for all weekly meetings and
large events to generate awareness, provide detailed
information to guests, and estimate guest-count
+Respond within 1 hour to all emails and Facebook
messages
+Increase follower count on all social media channels
RESULTS:
+Created 14 Facebook events during fall and winter
quarter
+Achieved 100% response rate on Facebook page and
responded promptly to all emails
+Number of followers grew to 1,413 likes on
Facebook, 167 followers on Instagram, 406 followers
on Twitter, and 37 friends on Snapchat
+Highest post reach on Facebook was 3,300 people,
and Snapchats were featured on UW Campus Story
twice, each reaching over 4,400 views
NEWSLETTER
OBJECTIVES:
+Send weekly email newsletters to all members and
other newsletter subscribers to provide relevant
information about upcoming AMA meetings and
events, internship and job postings, and leadership
opportunities within AMA
RESULTS:
+Sent 20 newsletters over the course of 2 quarters
+Reached 1,416 newsletter subscribers with an
average open rate of 30%
+Achieved 65.9% open rate on members-only
newsletter with 126 recipients
RECRUITMENT VIDEO
OBJECTIVES:
+Create a promotional video to be released prior to
recruitment in September 2015
+Focus on highlighting the benefits of joining AMA
and capturing the interest of potential new members
RESULTS:
+Created and released recruitment video in Mid-
September. Video can be found at this link:
bit.ly/UWAMAvideo
+Video sought to put students into the shoes of an
AMA member--literally. The first-person perspective
followed an AMA member from their first steps on
campus to getting hired upon graduation. The path
involved AMA as a resource and asset in
accomplishing their goals, and viewers were prompted
to think about what their future could be like with AMA
WEBSITE
OBJECTIVES:
+Design a modern website with a wide variety of
content, including a calendar of events, how to join
AMA, Leadership Team bios, and opportunities to get
involved
+Add a members-only section with exclusive job and
internship postings
+Update website weekly with fresh content
RESULTS:
+Created UWAMA.com, implementing modern website
techniques such as a big banner to catch viewers’
attention with call-to-action buttons, utilizing UW AMA
branding
+Included password-protected internship database for
members only
+Updated homepage weekly with information about
upcoming meetings and events
COMMUNICATION
19

OFFICER RETREAT
OBJECTIVES:
+Arrange 3 Leadership Team Retreats throughout the
year prior to Fall, Winter, and Spring quarters
RESULTS:
+Organized 3-day off-site Leadership Team Retreat at
end of summer
+Created UW AMA mission, set SMART goals, planned
recruitment and major events, and strengthened team
collaboration
LEADERSHIP TEAM MEETINGS
OBJECTIVES:
+Organize weekly meetings for 1 hour with 15-
member Leadership Team
RESULTS:
+Successfully facilitated weekly Leadership Team
meetings every Thursday of fall and winter quarters
+Strategized, planned, and delegated for all AMA
events during meetings; created agenda and minutes
BOARD OF ADVISORS
OBJECTIVES:
+Host quarterly meeting with Board of Advisors,
strategizing on the health and future of our Chapter
RESULTS:
+Successfully executed Board of Advisors meeting
during October, 2015 with 100% attendance
+Reviewed Chapter Plan and facilitated suggestions
and areas of improvement
PODIO
OBJECTIVES:
+Utilize Podio, an online Project Management
Software, to streamline communication, assign tasks,
and impose deadlines
+Facilitate usage of Podio by 100% of Leadership
Team
RESULTS:
+Delegated all tasks and managed membership
database using Podio
+Created individual workspace for each member of
Leadership Team and regularly monitored usage
OFFICER TRANSITION
OBJECTIVES:
+Facilitate seamless transition from current to new
Leadership Team at the end of the school year
RESULTS:
+Officer transition has not yet occurred
CHAPTER OPERATIONS
OVERALL OBJECTIVES:
+Implement structured management of Leadership Team
and utilize Project Management software to promote
productivity, leading to effective organization of the club
OVERALL RESULTS:
+Executed 3-day Officer Retreat
+Successfully led weekly Leadership Team Meetings
and Board of Advisors meeting
+Utilized Podio to improve team organization
20

AUGUST
AUG 14 - 16: Officer Retreat
SEPTEMBER
SEPT 28: Pre-Autumn Leadership Team Meeting
SEPT 29: Recruitment Tabling - Foster WOW
SEPT 30: Recruitment Tabling - Dawg Daze
OCTOBER
OCT 1: Recruitment Tabling - Dawg Daze
OCT 1: Weekly Leadership Team Meeting
OCT 7: Autumn Kick-Off Meeting
OCT 14: Amazon
OCT 15: Board of Advisors Meeting
OCT 19 - 23: Marketing Week
OCT 19: Philanthropy Donut Feed
OCT 20: Networking Workshop
OCT 21: General Motors
OCT 22: LinkedIn Workshop
OCT 23: Wongdoody Office Visit
OCT 28: Red Bull
NOVEMBER
NOV 4: Razorfish
NOV 5: Weekly Leadership Team Meeting
NOV 16: Etiquette Dinner
DECEMBER
DEC 2: Holiday Party
JANUARY
JAN 5: Recruitment Tabling
JAN 7: Weekly Leadership Team Meeting
JAN 13: Boeing
JAN 19 - 22: Foster Week of Service
JANUARY (continued…)
JAN 19: Pizza Feed & Food Drive
JAN 22: University Way Street Clean
JAN 30: CONNECT Regional Marketing Conf.
FEBRUARY
FEB 3: Personal Branding Workshop
FEB 4: Weekly Leadership Team Meeting
FEB 10: 4th
Avenue Media
FEB 17: McDonald’s
FEB 24: Meeting TBA
MARCH
MAR 2: AMA Winter Party
MAR 3: Weekly Leadership Team Meeting
MAR 17 - 19: AMA International Collegiate Conf.
MAR 31: Weekly Leadership Team Meeting
APRIL
APR 6: 1st
Meeting TBA
APR 7: Weekly Leadership Team Meeting
APR 13: 2nd
Meeting TBA
APR 20: 3rd
Meeting TBA
APR 27: 4th
Meeting TBA
MAY
MAY 4: 5th
Meeting TBA
MAY 5: Weekly Leadership Team Meeting
MAY 11: 6th
Meeting TBA
MAY 18: 7th
Meeting TBA
MAY 25: PRISM Awards Dinner
CALENDAR OF EVENTS
21

From all of us at the University of Washington amA
Thank you!
We’ll see you in new Orleans!
23

University of Washington, 2015‐2016 Annual Report

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