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01 Chapte
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02 Pro
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04 Com
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05 Fundra
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06 Mem
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07 Inte
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08 Chapte
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09 Cale
ndar Of E
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10 Budget
Cover image courtesy of Freepik.com
CHAPTER OVERVIEWMISSION
To cultivate an atmosphere conducive to increasing University of Pennsylvania students’ practical understanding of and professional interest in marketing, and to provide a forum for students, field experts, and community leaders to share their knowledge and creativity through experiential, educational, and social activities.
GOALS
As an organization, we have continually focused on providing our members with unique, innovative events that address the diverse opportunities available in marketing. While we organize a variety of initiatives for our constituents, we realize that in order to expand our footprint, we must look beyond the boundaries of our organization and rely on the collective knowledge of our members. As a result, we will focus our efforts this year on advancing the theme “Connect, Create, and Cultivate.”
This statement captures our overall goal to foster stronger connections among members of our organization. We want to engage our members, encourage them to share their experiences, and promote creative, inspiring ideas that further their involvement in marketing. Through this goal, we hope to not only do more as a club, but also enable members to make the most out of their involvement with MUSE.
With “Connect, Create, and Cultivate” we aim to:‣ Deliver valuable marketing experiences through conferences, case competitions, consulting and career fairs‣ Increase coordination between committees through at least 5 inter-committee collaborations and over 10 social events‣ Connect 350 individuals in the greater Penn community with marketing internships and job opportunities by
leveraging our extensive network of alumni as well as our relationships with corporate sponsors‣ Build 5 new corporate partnerships with companies interested in recruiting Penn students for marketing roles‣ Increase collective attendance at our conferences by 50%‣ Continue our strong showing at the AMA International Collegiate Conference, by sending at least 20 attendees‣ Grow end-of-year paid AMA membership—our numbers have remained stagnant for some years and we aim to
increase them by at least 30%‣ Connect and collaborate with at least 5 AMA chapters (professional and collegiate) to share knowledge and
improve collective learning
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Strengths‣ High brand awareness on campus as a professional, educational, and social
organization that provides rewarding marketing-focused experiences‣ Hands-on, experiential learning in strategy, research, tactics, design,
and execution via MUSE Consulting and Community Service Consulting branches
‣ Diverse educational opportunities that enhance member experience and provide exposure to all facets of marketing
‣ Successful track record placing in national and regional case competitions‣ Strong long-term partnerships with large, established corporations in
retail, CPG, advertising, consulting, and technology‣ Well recognized, consistent branding across all channels of communication
and promotion (e.g. social media, newsletters, and apparel)‣ Continued robust support from the Wharton Marketing Department
Weaknesses‣ Challenges in increasing coordination
between committees and leveraging expertise from different parts of organization
‣ Low interest on part of non-business majors in attending MUSE conferences
‣ Difficulty in cultivating community and increasing personal connections in a rapidly scaling organization
Opportunities‣ Continue to expand social impact initiatives through our Community
Service Consulting and Social Impact divisions‣ Increase communication with other AMA chapters to expand
knowledge base and improve learning‣ Improve institutional memory and carry over learning from year to
year‣ Improve talent management to ensure smooth transition between
executive boards‣ Leverage MUSE alumni network to bring in relevant speakers and
sponsors who can share experiences and relate to student interests and goals
‣ Foster connections between undergrad and grad students‣ Increase involvement in the surrounding Philadelphia community
Threats‣ AMA membership fee higher than the
$15 standard charged by other clubs on campus, resulting in difficulty attracting new AMA members
‣ Campus culture oriented towards investment banking and consulting, creating inherent barrier for marketing-related initiatives
‣ Increasingly strict administration policies that lengthen event planning time and reduce organizational agility
‣ Growing number of student organizations not only within Wharton but also Penn
S.W.O.T. Analysis
PROFESSIONAL DEVELOPMENTGOALS
‣ Invite experts and professionals across industries to host creative, thought-provoking events and workshops‣ Collaborate with 4 student groups to organize 4 speaker, panel, recruiting and/or career trek events while
increasing campus-wide participation‣ Engage 100 students in 4 case competitions, 12 consulting projects, and all AMA competitions‣ Connect all MUSE members with marketing opportunities at 15 different companies‣ Coordinate at least 2 job shadowing trips to advertising agencies, marketing firms, and/or leading brand
companies in New York, New Jersey and/or Philadelphia‣ Host innovative professional development events that highlight creative marketing campaigns and strategies‣ Establish more relationships with long-term corporate sponsors‣ Plan and execute events that create value for both our corporate sponsors and club members
STRATEGIES
‣ Promote professional development and personal growth of our members by delivering a steady stream of1. professional networking with companies and other student groups,2. educational marketing, and3. experiential learning opportunities that advance members toward their career and academic goals.
‣ Leverage personal connections (either those of our committee members or those of our club advisor) and our large member base to initiate conversations with companies for event collaboration
‣ Use our affiliation with the Wharton School to build brand credibility
1 | NETWORKING OPPORTUNITIES Connecting students to internships, full-time jobs, and entrepreneurial opportunities
Marketing, Advertising, Retailing, and Consulting Conference (MARC)The MARC (Marketing, Advertising, Retailing, and Consulting) Conference features top brands from those industries, providing students the opportunity to talk to recruiters at a host of events throughout the day. Objectives
‣ Organize a major recruiting event for the marketing, retail, and consulting communities at Penn
‣ Host a marketing case competition to further expose Penn students to real-world applications of marketing
‣ Organize an educational workshop showcasing strategies in the advertising industry
‣ Organize smaller-scale recruiting events to accompany MARC, e.g. networking lunch
‣ Host a keynote speakerImplementation
‣ Divide and conquer sponsorship efforts‣ Encourage individual committee members to
spearhead parts of the event they are passionate about‣ Create key relationships with other MUSE
committees (e.g. Finance) to facilitate the event‣ Collaborate with the Wharton Retail Club) to refine
logistics and increase attendance‣ Begin social media and digital presence early‣ Current Sponsors: Macy’s, Hain Celestial, Ralph
Lauren, Saks, Lord & Taylor, Gap INC, Burlington Coat Factory, Dick's Sporting Goods
Resume BookObjectives
‣ Facilitate the interaction between firms and students‣ Provide firms with a resource to identify top talent Implementation
‣ Digitally distribute members’ resumes to companies‣ Provide resources for members to polish their resumes
Exclusive Networking EventsObjectives
‣ Organize 3 exclusive networking events with corporate sponsors from 3 different industries
‣ Help corporate sponsors shift perceptions of their brands
Implementation
‣ Give students the opportunity to connect with recruiters in both small and large group settings and learn what it means to pursue a marketing career at the host company
‣ Create thoughtful event marketing to help corporate sponsors shift perceptions of their brand
Google NYC Career TrekObjectives
‣ Allow students to witness a day in the life of a Googler‣ Facilitate interaction between Google recruiters and
Penn students while demonstrating the strength of MUSE members and Penn students as potential hires
Implementation
‣ Agenda will include a general firm presentation, a tour of the legendary offices as well as lunch with current employees in Google’s “famous” cafeteria
‣ Leverage alumni network of former MUSE members now working at Google to facilitate trek organization
Startup Career TrekObjectives
‣ Host a career trek to mature NYC startups‣ Demonstrate the challenges and triumphs young
companies encounterImplementation
‣ Leverage alumni network to reach out to companies like Harry’s and Birchbox
Nielsen Professional Services Experience DayObjectives
‣ Invite students to learn more about Nielsen’s role in the market research industry with a visit to its Jersey office
‣ Provide the opportunity to network with current Nielsen Professional Services Associates
Implementation
‣ Participants will take a tour, interact in groups, and have one-on-one resume critiques with Nielsen associates
‣ Expose students to real examples of the insights Nielsen brings its clients
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2 | EDUCATIONAL MARKETING Experts and professionals educating students
Wharton Undergraduate Marketing Conference (WUMC): Regional ConferenceWUMC is an intercollegiate marketing conference for undergraduate students across the nation. In the past, students from Harvard, NYU, and University of Wisconsin-Whitewater, in addition to numerous local Philadelphia-New Jersey area schools, have come to Penn's campus to participate in the conference.Objectives
‣ Enhance professional development value to conference goers by zeroing in on specific marketing strategies that fall under the theme of T-5: Keeping You Interested in a 5-Second World
‣ Bring in speakers from industry to provide real-world examples and valuable perspective
‣ Explore the moral and ethical issues that emerge in business contexts
‣ Have a total of 200 Penn and non-Penn students attend Implementation
‣ Partner with Fortune 500 Companies such as IBM and Whirlpool as well as younger companies such as GrubHub
‣ Use a panel format to showcase a wide spectrum of perspectives and industries
‣ Reach out to over 25 AMA chapters from all over the country by leveraging AMA National Lists
‣ Partner with the Wharton Future of Advertising Program for potential speakers, funding and event promotion
‣ Market through email listservs, the MUSE website, digital and physical signage and social media
‣ Devise a unique guerrilla social media campaign with personalized profile pictures that relate to the theme
‣ Confirmed speakers: AKQA, Cadillac, IBM, GrubHub, NBC Universal, Whirlpool, Victors & Spoils, J.W. Thompson
Cross-Club EventsObjectives
‣ Partner with multiple campus groups to host events at the intersection of marketing and other fields
‣ Strengthen ties with other student groups, foster cross-club networking and camaraderie and boost attendance at events
Implementation
‣ Build on existing relationships‣ Leverage personal friendships as well as students
who are involved in campus groups besides MUSE‣ Reach out to newer clubs on campus to begin
building a relationship and help mentor them
MUSE E-Marketing Engagement (MEME) WeekObjectives
‣ Organize a weeklong digital marketing event for students to participate in interactive workshops
‣ Host 5 workshops and/or info sessions featuring 10 of the top companies in digital marketing to drive collective attendance of at least 100 students
‣ Engage students in building tangible skills and learning more about marketing careers in a low-stress environment
Implementation
‣ Highlight non-traditional format as a selling point: divide event into 5 workshops (social, design, analytics, strategy, and keynote) over 5 days
‣ Tie all days to a unique theme that has ample material, relevance and resonance for students
‣ Appoint a MEME chair who will run a committee dedicated to organizing MEME week
‣ Have the MEME chair meet with the MARC chair and the WUMC chair as well as the VP of Finance to discuss the logistics of planning a conference and receive advice
‣ Work collaboratively with other organizations (e.g. Wharton Customer Analytics Initiative, Future of Advertising Program) to expand our reach and find unique speakers
‣ Increase awareness and participation through a creative marketing campaign
Speaker EventsObjectives
‣ Host 5 speaker events that feature academics, executives, industry experts and entrepreneurs to shed light on their innovation and experiences in marketing
‣ Share thought leadership on a range of marketing-related topics across industries
‣ Provide students the opportunity to connect with potential employers at events
Implementation
‣ Gauge members’ interests to guide speaker and topic selection to maximize attendance and relevance
‣ Rely on our alumni network as well as contacts of committee members, MUSE board, the Philadelphia Chapter of the AMA, our faculty advisor, and the Wharton Marketing Department
‣ Confirmed speaker(s): Vikram Malhotra, Chairman of the Americas, McKinsey
3 | EXPERIENTIAL LEARNING OPPORTUNITIES Hands-on learning
Case CompetitionsObjectives
‣ Engage 25 different students in at least 4 international, national and/or regional case competitions
‣ Place in all of these competitionsImplementation
‣ Host an event targeted to students interested in joining a case team to explain different case competition participation opportunities this year
‣ Compile a database of resources useful for cases‣ Prepare with practice cases, workshops and
mentoring sessions run by students with extensive case competition experience
APT Case CompetitionObjectives
‣ Host a three-day case competition in conjunction with Applied Predictive Technologies (APT)
‣ Allow students to gain real world experience by taking on a case with a consulting team of peers
Implementation
‣ Ensure APT provides a real-world situation that stimulates problem solving and builds transferable skills
‣ Give students valuable insight through judges' comments and an understanding of an ideal solution
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MARC Case CompetitionObjectives
‣ Host a case competition in conjunction with Macy’s‣ Allow students to showcase their analytical talent to
recruiters at the MARC conferenceImplementation
‣ Work with Macy’s to create a challenging yet workable case
‣ Provide judges with competing students’ resumés so they may follow up with quality candidates
AMA Collegiate Case CompetitionObjectives
‣ Develop a comprehensive marketing strategy for Ice Breakers Cool Blasts and submit a written report
‣ Provide participating AMA members with invaluable hands-on experience
Implementation
‣ Recruit a case team with diverse yet complementary skills ‣ Engage in research, survey design, and data analysis
AMA Website CompetitionObjectives
‣ Enter the AMA Collegiate Website Competition‣ Use the competition as impetus to improve the websiteImplementation
‣ Seek feedback regarding aesthetics, content and functionality from a portion of the actual user base
International Case CompetitionObjective
‣ Send a MUSE team to an international case competition Implementation
‣ Make students aware of international case opportunities and how to register for them
MUSE ConsultingMUSE Consulting works directly with for-profit clients on semester-long projects. Each project has 1 Account Executive that leads the team and 4-6 Assistant Account Executives. Projects range from implementation-based marketing to strategy-focused goals. Examples of deliverables include market research, focus groups, business plans, and data analysis.Objectives
‣ Secure at least 6 consulting projects each semester for 32 student consultants
‣ Define scope of projects to include a balance of marketing research, strategy, execution, and design
‣ Grow, develop, and expand member skill sets through educational training workshops, both for general consultants as well as project leaders
‣ Generate resource or knowledge base filled with frameworks and deliverables from past projects
Implementation
‣ Cultivate relationships with past clients and contact startups to secure projects
‣ Continue to collect testimonials from past clients to contribute to a formalized pitch book to help recruit future clients and convert new leads to clients
‣ Create a development team for freshman interested in consulting but lacking in experience to prepare them to be an Assistant Account Executive for a real client the following semester
‣ Collaborate with Penn Libraries to hold a workshop training consultants in market research training
‣ Teach consultants a marketable skill set that is a true indicator of the quality of education MUSE Consulting delivers
COMMUNITY AND SOCIAL IMPACTGOALS
‣ Use our marketing knowledge and skills to help better our community‣ Promote awareness of marketing for social impact through initiatives and events to increase visibility and
integration of community service into MUSE‣ Differentiate the Community Service Consulting and Social Impact committees while promoting knowledge
sharing and synergies
STRATEGIES
‣ Develop speaker series focusing on corporate social responsibility in the academic and professional realms‣ Offer pro bono marketing consulting to non-profits
Community Service ConsultingObjectives
‣ Deliver effective consulting to non-profit clients to improve their marketing strategy and implementation
‣ Provide students with hands-on marketing experience while simultaneously enhancing the greater good
Implementation
‣ Create project teams, each consisting of one Nonprofit Engagement Manager and 2-4 Nonprofit Engagement Advisers
‣ Generate leads through community programs, volunteer websites, member contacts, and professors
‣ Discuss client needs and outline project goals, scope of work, and expectations in a Memorandum of Understanding for each client
‣ Hold regular discussion to help teams generate unique strategies to address common client marketing challenges and build their skill sets
‣ Have periodic team presentations to assess project progress, recognize efforts and position teams to best overcome challenges
‣ Fall 2015 Community Service Consulting Clients: Networks for Training and Development, the Enterprise Center, Mill Creek Farm, Alpha Pregnancy Services
Workshops for Nonprofit Marketing Consulting Objective
‣ Host a series of workshops to instruct students on strategies for consulting for non-profit organizations
Implementation
‣ Collaborate with marketing professors, Penn Libraries, and/or a consulting company
Small Business PartnershipsObjective
‣ Work with Philadelphia small businesses to create campaigns showcasing their social impact efforts
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Implementation
‣ Reach out to local restaurants/companies in person, by email and phone to cement partnership
‣ Determine how to best convey stories to resonate with students
People Analytics ConferenceObjective
‣ Teach students how to apply analytical and quantitative skills towards philanthropic or charitable problems
Implementation
‣ Coordinate with Wharton MBAs and professionals with experience effecting social change through the application of business and marketing principles
Social Impact Speaker EventsObjectives
‣ Demonstrate to students that business for good is good for business by inviting speakers to share their social impact marketing-related experiences in both the for-profit and non-profit sectors
Implementation
‣ Coordinate with the MUSE Executive and Community Service Consulting committees as well as other clubs such as the Wharton Undergraduate Giving Society (WUGS) or the Social Impact Consulting (SIC) Group and organizations such as the Wharton Social Impact Initiative
FUNDRAISINGGOALS
‣ Apply targeting, segmentation, and positioning to recruit corporate sponsors and MUSE Consulting clients‣ Raise at least $15,000 in revenue for the year STRATEGIES
‣ Raise funding for all MUSE programs through 1) Corporate Sponsorship Program, 2) MUSE Consulting, and 3) Community Partnerships
1 | CORPORATE SPONSORSHIP PROGRAM Branding MUSE as the premier Penn organization to sponsor
Annual SponsorsObjectives
‣ Gain 3 annual sponsors who agree to long-term partnerships with MUSE‣ Raise a total of $1,000 from the program in exchange for pre-agreed benefits such as listserv access, campus re-
branding, and a series of corporate eventsImplementation
‣ Tailor pitch book to highlight MUSE’s value proposition and position it as the best Penn student organization to sponsor‣ Use a formal database system to coordinate and track corporate communications‣ Confirmed Events with Yearly Sponsors: APT Case Competition, Nielsen Professional Services Experience Day‣ Confirmed Events with New Sponsors: IBM Coffee Chats, ExxonMobil Coffee Chats
Event SponsorsObjectives
‣ Build 3 new corporate partnerships with companies that wish to recruit Penn students for marketing positions‣ Reinforce a strong reputation with companies by delivering valuable exposure that results in future upsell Implementation
‣ Customize annual sponsorship program for companies with smaller budgets who promise future long-term sponsorship
‣ Run awareness and sentiment surveys of current Penn students to demonstrate to companies potential areas of growth in their recruiting brand
‣ Demonstrate understanding of campus dynamics and student priorities such that companies recognize MUSE as the best means to connect with students
‣ Generate leads through speakers, local businesses, member and board contacts and the Wharton Marketing Department
2 | MUSE CONSULTING BUSINESS Providing consulting services to generate revenue
Objectives
‣ Secure at least 6 consulting projects each semester to raise revenue of at least $2,000‣ Define scope of projects to include a balance of marketing research, strategy, execution, and design Implementation
‣ Collect testimonials from past clients to expand and improve our formalized pitch book‣ Position MUSE Consulting as a budget-friendly option that delivers high value relative to price‣ Generate leads from professors, past clients, committee members, MUSE board, and the Wharton Marketing and
Entrepreneurship Departments‣ Identify startups globally and locally through network of contacts as well as the Wharton Entrepreneurship Club,
the Technology Entrepreneurship Club, and Weiss Tech House
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‣ Drive organic growth through Search Engine Optimization (SEO) so potential clients can find us when seeking consulting services
‣ Confirmed Fall 2015 clients: MHS Lift (2 projects). SPOR, SHURUA(R)T, Caveman Foods, PROHBTD, Real Food Works
3 | COMMUNITY PARTNERSHIPS Leveraging community organizations as a source of funding
Objectives
‣ Obtain $1,000 in funds from collaborations with other Penn organizations‣ Expose MUSE’s brand to the broader Penn community Implementation
‣ Partner with The Wharton School and its subprograms such as the Wharton Future of Advertising Program and the Wharton Customer Analytics Initiative to generate club funding
MEMBERSHIPGOALS
‣ Introduce incoming freshmen to opportunities within MUSE‣ Educate Penn students about the opportunities and careers in the marketing field‣ Increase social elements, member interaction, and networking opportunities within MUSE‣ Leverage diversity of MUSE members' backgrounds to connect students with similar interests‣ Raise awareness of MUSE across all four of Penn's undergraduate schools‣ Increase AMA membership amongst the student bodySTRATEGIES
‣ Participate in campus events that offer opportunities for exposure to the MUSE brand, especially to freshmen‣ Host a variety of informal events such as dinners to allow connections in a less structured environment‣ Devise a comprehensive digital marketing strategy to promote joining the AMA
Opportunities for Exposure Objective
‣ Showcase benefits of MUSE throughout campus, encourage event attendance, committee applications and student body engagement
Implementation
‣ Participate in (1) Quaker Days Activity Fair, (2) Wharton Clubbing Night, and (3) Student Activities Fair
‣ Host a Wonderful Wednesdays at Wharton event‣ Send a board member to a Marketing 101 lecture‣ Collaborate with other clubs to promote events and
attract a broader cross-section of students‣ Promote events via email, flyers, the online landing
page for Wharton students, digital signage (LCD screens in campus buildings) and social media
‣ Create branded MUSE swag such as apparel‣ Maintain an up-to-date website, send weekly emails
and regularly post on MUSE’s social media channels‣ Apply for the Wharton Council WeCan awards to
gain recognition for outstanding club achievements that we can point to in attracting new members
Info SessionObjectives
‣ Host an info session on the benefits of joining MUSE‣ Educate on the roles of each committee, encourage
students to apply and answer any questions‣ Achieve collective attendance of at least 100
students in the Fall and at least 40 students in the Spring
Implementation
‣ Host two GBMs on two different days each semester to accommodate variation in student schedules and minimize impact of concurrent competing events
‣ Redesign PowerPoint presentation‣ Have breakout sessions following presentation for
students to talk in small groups and one-on-one with the VPs of committees they are interested in
MUSE HangoutObjective
‣ Provide an opportunity for prospective members to meet the board and ask questions in an informal setting before committee applications are due
Implementation
‣ Select a venue with a casual setting and sufficient space‣ Publicize MUSE Hangout at info sessions and by email
New Member Welcome Event Objective
‣ Welcome new MUSE constituents into the MUSE family and introduce them to current members
Implementation
‣ Use icebreaker games to get to know each other‣ Plan a dinner for all members, new and old
Membership EngagementObjectives
‣ Encourage member retention through social events‣ Create a congenial and supportive MUSE cultureImplementation
‣ Inform members of events early and send reminders‣ Gauge members interests to organize events that
are relevant and value-additive‣ Coordinate cross-committee events in order to
foster a club-wide sense of community‣ Upcoming Event(s): De-Stress with MUSE--Massages
Member and Alumni DatabaseObjective
‣ Maintain a database of MUSE alumni and current members with info such as graduation year and email
Implementation
‣ Keep database current by having each VP responsible for their committee members
‣ Ensure contact with students post-graduation by soliciting their non-university email addresses
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AMA Membership InitiativeObjective
‣ Increase Penn AMA membership by 30%Implementation
‣ Have faculty advisor discuss the benefits of AMA membership at our info sessions
‣ Encourage students eligible for AMA awards to join
‣ Have committee VPs devote some of their meeting time to discussing the benefits of AMA membership
‣ Devise a digital marketing strategy: Write alternate lines of copy, identify places to feature a sign-up link; track clicks to determine the best way to inspire sign-ups
‣ Conduct focus groups to determine student hesitation and potential confusion regarding AMA membership
INTERNAL AND EXTERNAL COMMUNICATIONSGOALS
‣ Build MUSE’s brand as a professional and innovative student organization through strong media presence across platforms: email, website, Facebook, Twitter, LinkedIn, Instagram and GroupMe
‣ Present a unified, professional image to external parties‣ Apply targeted marketing to increase awareness and participation at MUSE events‣ Act as a resource to the broader Penn community while providing engaging experiences to MUSE members‣ Connect with MUSE's vast alumni network to host social and professional events, allowing current members to
connect and interact with alumni in their fields of interest‣ Establish and uphold a strong relationship with the Philadelphia business community and PAMA chapterSTRATEGIES
‣ Assign all MUSE promotional communications to a dedicated committee‣ Assign duties based on student proficiency and interest in [1] Events Marketing; [2] Web Design (creation, audit,
updates, and maintenance); [3] Photography (for MUSE properties); [4] Social Media Management (property audit, posts and response loop management); [5] Metrics and Analytics (web performance and mailing list segmentation)
‣ Conduct research and surveys to measure the effectiveness of marketing strategies‣ Conduct a 360-degree audit of all things related to the streamlining and standardizing of the MUSE brand‣ Develop dashboards for our marketing channels to optimize strategy and track undergrad engagement‣ Establish cross-committee relationships to facilitate creation of event materials‣ Create thoughtful event marketing to help corporate sponsors shift perceptions of their brand‣ Contribute actively at PAMA events, roundtables, and meetings
Social MediaObjectives
‣ Regularly post engaging content on social media ‣ Use social media to broadcast events, spotlight
opportunities, share news and foster camaraderieImplementation
‣ Have Promoweb run analytics to guide content generation and timing
‣ Rely on personal connections on social networks for members to assist in promoting MUSE events
MUSEFlashObjectives
‣ Inform students of upcoming events and opportunities on a weekly basis via email
‣ Improve open and click ratesImplementation
‣ Designate a member to compile and edit MUSEFlash‣ Have board send content they want included to
designated member by a specified weekly deadline‣ Use analytics to determine what generates the highest
opens and click rates (e.g. structure, content type, etc.)
Event PromotionObjective
‣ Drive event attendance by promoting early and often to target demographics
Implementation
‣ Market through email listservs, the MUSE website, digital and physical signage and social media
‣ Create eye-catching designs, drawing on experience of which campaigns have been successful
‣ Use segmenting, targeting and positioning to identify event demographics and how to best reach them
Board & Committee Communication Objective
‣ Enhance communication among board members, VPs and committees to distribute up-to-the-minute information and address problems as they arise
Implementation
‣ Leverage platforms such as GroupMe and Google Groups
WebsiteObjective
‣ Update and maintain websiteImplementation
‣ Test website on multiple platforms, e.g. mobile, tablet, etc.
‣ Designate PromoWeb committee responsible for updates
Employer RelationsObjectives‣ Host info sessions and job shadowing trips that give
students a window into what it means to work for a variety of companies
‣ Ensure corporate sponsors are pleased with execution of agreed-upon benefits
Implementation‣ Have the Executive Committee be responsible for
cultivating and maintaining relations with recruiters at companies engaged in marketing who seek to better reach Penn students
‣ Uphold highest professional standards in all communications by training the Executive committee on do’s and don’ts
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University RelationsObjective
‣ Comply with all Wharton policies and maintain strong ties with the Wharton Marketing Department
Implementation
‣ Have the VP of Finance attend the club treasurer’s workshop and train the Finance committee in protocol for reimbursements, revenue collection, etc.
‣ Meet with our faculty advisor on a regular basis
Alumni RelationsObjective‣ Promote interaction between undergrads and MUSE alumni
Implementation‣ Maintain an up-to-date alumni database‣ Plan summer networking events in New York and
San Francisco for members to meet alumni
MBA RelationsObjective
‣ Foster connections between undergrad and grad students to share personal and professional advice
Implementation‣ Set up a meeting between the MUSE president and
the Wharton MBA Marketing Club president‣ Create database of MBAs willing to to share their insights
with undergrads; include info on MBAs’ areas of expertise
CHAPTER OPERATIONS‘GOALS
‣ Increase board and committee productivity through centralized, cloud-based file management systems‣ Establish procedures for keeping records of events and activities to facilitate knowledge access and transfer
during leadership changeSTRATEGIES
‣ Formalize board and chapter processes critical to the club’s continued success and smooth operation
Board MeetingsObjective
‣ Conduct weekly board meetingsImplementation
‣ Use When2Meet to determine the best meeting time; adjust as necessary
‣ Work with Wharton Operations to establish a standing reservation for weekly meeting room
Board Productivity ImprovementsObjective
‣ Shift board’s focus from update-based meetings to committee problem solving and idea generation
Implementation
‣ Prepare agenda in advance and have VPs add any topics they would like to discuss
Board, Committee and Chapter DinnersObjective
‣ Inspire enhanced communication through bonding and idea sharing at informal dinners
Implementation
‣ Have MUSE Internal committee plan one dinner a month‣ Select affordable restaurants with varied menus to
foster an inclusive environment
Centralized File ManagementObjective
‣ Consolidate resources in a cloud-based file management system
Implementation
‣ Organize materials into searchable folders‣ Train members in the system to ensure consistent use
Focus GroupsObjectives
‣ Hold focus groups to solicit feedback, assess events, understand member interests, explore salient issues in depth and ultimately guide the future of MUSE
‣ Identify chapter strengths, weakness, opportunities and threats
Implementation
‣ Write questions and train in being effective mediators
One-on-OnesObjective
‣ Conduct one-on-one feedback sessions to track professional and personal growth and identify areas for improvement
Implementation
‣ Create online signup sheets to facilitate scheduling
GBMs (General Body Meetings)Objective
‣ Host at least one GBM for all committee members to share updates and ideas
Implementation
‣ Incentivize attendance with food and MUSE-branded swag
Board TransitionObjective
‣ Ensure knowledge transfer to minimize confusionImplementation
‣ Organize a dinner with incoming and outgoing boards‣ Have incoming and outgoing VPs discuss role, duties
and resources as well as offer advice
Chapter PlanObjective
‣ Devise realistic yet ambitious goalsImplementation
‣ Allocate board meeting time to discuss chapter goals
Annual ReportObjective
‣ Achieve 90% of goals identified in Chapter PlanImplementation
‣ Have all board members read the finalized chapter plan and periodically assess progress
‣ Record information regarding events while current‣ Leverage available resources previously identified
such as board, committees, the AMA network, professors, alumni, and the Wharton Marketing Department
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CALENDAR OF EVENTS
August ’1526 - Wharton Clubbing Night27 - SAC Activities Fair31 - IBM Info Session & Coffee Chats
September ’151 - American Express Strategic Planning Group Info Session1, 8, 15, 22, 29 - Board Meeting2 - MUSE Info Session #13 - Millward Brown Vermeer Coffee Chats3, 4 - Board One-on-Ones with President4 - Board Dinner8 - MUSE Info Session #28 - Lippincott Brand Consulting Info Session9 - MUSE Hangout9 - ExxonMobil Coffee Chats16 - Network with Macy's17 - Nielsen Happy Hour & Info Session19 - Committee Applications Due24 - New Member Welcome EventLate Sept. - MUSE Consulting: Project Selection Meeting
October ’156, 13, 20, 27 - Board Meeting1 - Nielsen Professional Services Experience DayEarly Oct - MUSE Consulting: Account Executive Training16 - Wharton Undergraduate Marketing Conference (WUMC)19 - De-stress with MUSE: MassagesLate Oct. - Professor Dinner Series21 - MUSE Consulting Market Research Training
November ’153, 10, 17, 24 - Board Meeting4 - AMA Collegiate Website Competition Submission Deadline10 - Mondelez Brand Management 101Mid-November: Startup Career Trek18-20 APT Case CompetitionLate Nov. - Professor Dinner Series
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December ’151, 8 - Board Meeting9 - AMA Collegiate Case Competition Submission DueEarly Dec. - Saatchi & Saatchi Networking EventMid Dec. - MUSE Consulting: End of Semester PresentationsMid Dec. - MUSE Community Service Consulting: Project Completion PresentationsMid Dec. - Board Applications Due & Board ElectionsMid Dec.- Board Transition Dinner
January ’1620 - American Express Strategic Planning Group Case Workshop22 - Marketing, Advertising, Retail, and Consulting Conference (MARC)
February ’16Mid-Feb - MUSE E-Marketing Engagement (MEME) Week 17 - Annual Report Due
March ’1617-19 - AMA International Collegiate ConferenceLate March - MUSE Consulting Spring Midterm Feedback Evaluations
April ’16Mid-April - Quaker Days
May ’16Early May - MUSE Consulting: Final Feedback EvaluationsEarly May - MUSE Consulting: End of Semester PresentationsEarly May - MUSE Community Service Consulting: Project Completion Presentations
Board Meetings for Spring Semester TBD based on
availability of new board.
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BUDGET
Beginning BalanceBeginning BalanceBeginning Balance $10,335
RevenuesRevenuesRevenuesRevenues
Corporate SponsorshipsCorporate SponsorshipsCorporate Sponsorships $3,500
OtherOtherOtherOther
ConferencesConferences $7,500
MUSE ConsultingMUSE Consulting $2,100
Funding from Wharton Marketing DepartmentFunding from Wharton Marketing Department $5,000
Total RevenuesTotal RevenuesTotal Revenues $18,100
ExpensesExpensesExpensesExpenses
ConferencesConferences
WUMC
Catering $1,875
Facilities $130
Promotions & Advertising $415
Transportation $40
Miscellaneous $350
MARC
Catering $2,500
Facilities $1,425
Promotions & Advertising $650
Miscellaneous $150
MEME
Catering $725
Promotions & Advertising $230
Miscellaneous $50
Other eventsOther eventsOther eventsOther events
AMA Collegiate ConferenceAMA Collegiate Conference $4,000
Dinner SeriesDinner Series $500
Membership Social EventsMembership Social Events $610
General Body MeetingsGeneral Body Meetings $350
MUSE ConsultingMUSE Consulting $800
Case CompetitionsCase Competitions $350
Speaker EventsSpeaker Events $450
Community ServiceCommunity Service $325
Job Shadowing TripsJob Shadowing Trips $600
AdministrativeAdministrativeAdministrativeAdministrative
Club ApparelClub Apparel $450
PrintingPrinting $200
Website MaintenanceWebsite Maintenance $90
Other Promotional ItemsOther Promotional Items $100
Total ExpensesTotal ExpensesTotal Expenses $17,365
Ending BalanceEnding BalanceEnding Balance $11,070
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