2011

TABLE OF CONTENTS

01 Chapter Overview02 Professional Development04 Community Service05 Fundraising06 Membership07 Communications08 Chapter Operations09 Calendar of Events10 Budget

CHAPTER OVERVIEW

MISSIONTo promote the academic study and professional practice of marketing among University of Pennsylvania students by providing a forum for students, field experts and community leaders to share their knowledge and creativity.

SWOTSTRENGTHS

• Recognition across campus as a professional student organization that delivers valuable marketing experiences• Integration of formal marketing practices (i.e. targeting and positioning) into committee initiatives• Strong growth in AMA membership from 80 in 2008-2009 to 130 in 2009-2010 (a 60% increase)• Successful track record in case competitions, placing in 6 national and regional competitions in the last academic year• Growing MUSE Consulting business that provides hands-on experience in research, strategy, tactics, and design• Feedback culture that promotes constant improvement of events and other club offerings• Positive member experiences that build club’s reputation for leadership development and experiential learning

WEAKNESSES• Transitions in club leadership and company HR that weaken previously established corporate partnerships• Duplicate external communications with companies due to shortcoming in internal coordination• Inexperience coping with rapid membership growth and scaling of organization• Non-business majors perceive MUSE as strictly for business students

OPPORTUNITIES• Tap talent in general body by introducing processes that enable students to champion new ideas• Leverage strong alumni network to bring in industry speakers and recruit corporate sponsors• Partner with other campus organizations to capitalize on synergies that better meet needs of larger Penn community• Use social media more effectively to attract new members and engage current members in marketing news• Reposition MUSE as a marketing organization for all, non-business majors included, to drive membership growth

THREATS• Companies slashing budgets due to current economic state show little promise of corporate sponsorship• Strict university administration policies increase lead time and reduce planning agility• AMA membership fee of $45 high compared to campus standard of $15, limiting number of underclassmen joining• Over 300 other student clubs compete for students’ time and attention

GOALS FOR THE YEARIn light of our recent 60% growth in membership, we believe it is important moving forward to ensure that each member continues to reap professional and social benefits from their MUSE experience. As a result, this year our goals focus on advancing the theme: “Let your ideas ignite”. This statement captures our overall goal to empower each member to drive our organization with their ideas, enabling us not only to do more as a club but also to guarantee that members are able to make the difference that they want to make. In addition to our current club offerings, we aim to also:

“LET YOUR IDEAS IGNITE”: EMPOWERING MEMBERS TO ACHIEVE MORE• Deliver hands-on marketing experiences to 70 members through AMA competitions, case teams, & consulting projects• Leverage wealth of marketing expertise in club leadership to mentor students through monthly general body meetings• Connect over 100 members with internship and job opportunities in marketing• Build 5 new corporate partnerships with companies that wish to recruit Penn students for marketing positions• Remain a superior collegiate chapter in 2010-2011 with strong showing in the AMA community• Continue to integrate formal marketing practices into all initiatives, from planning events to recruiting new members• Increase end of year paid membership to 145, a 10% increase over 2009-2010• Hold 2 standalone events spearheaded by general body members (i.e. not organized by one of our committees)• Collaborate with 5 student groups to organize 5 events that use our expertise to serve the larger Penn community• Increase proportion of non-business majors from 15% to 25% of total AMA membership

MUSE - UNIVERSITY OF PENNSYLVANIA | 1

PROFESSIONAL DEVELOPMENT

GOALS“LET YOUR IDEAS IGNITE”: EMPOWERING MEMBERS TO ACHIEVE MORE

• Engage 70 members in 9 case competitions, 12 consulting projects, and all AMA competitions• Collaborate with 4 student groups to organize 4 professional development events• Connect over 100 members with marketing opportunities at 30 different companies• Hold 2 professional skills workshops led by club leadership• Hold 2 professional development events spearheaded by general body members• Achieve at least 4/5 satisfaction rating in attendee exit survey for each event

STRATEGYPromote the professional development and personal growth of our members by delivering a constant stream of 1) networking, 2) educational, and 3) experiential learning opportunities that help advance them toward their career and academic goals.

1 | NETWORKING OPPORTUNITIESConnecting students to internships and full-time jobs

MARC Spring Internship Fair• Hold our annual spring career fair with a target attendance of over 150 students• Secure 10 marketing and retail companies, generating $3,000 in total corporate sponsorship• Host 80 students at networking lunch before fair to encourage personal interaction with recruiters• Run a company-sponsored case competition, immersing teams in a real brand management issue

Exclusive Networking Events• Organize 5 exclusive networking events with corporate sponsors from at least 3 different

industries: consumer-packaged goods, technology, and consulting• 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• Help corporate sponsors shift perceptions of their brand through thoughtful event marketing

Resume Book• Compile members’ resumes and distribute digitally to participating companies, giving students

wide company exposure with minimal effort• Aggregate available marketing positions at participating companies and distribute to members

2 | EDUCATIONAL OPPORTUNITIESExperts and professionals educating students

WUMC Regional Conference• Hold our annual regional conference with a target attendance of over 100 students• Bring together students from Penn and at least 5 other AMA chapters to exchange ideas on

marketing and learn together from industry professionals and leading academics• Secure 4 speakers and 1 keynote to discuss different aspects of marketing as it relates to the

conference theme, “The Future of Marketing”• Develop a case competition for attendees centered on BP and the rebranding problem they face

2 | MUSE - UNIVERSITY OF PENNSYLVANIA

PROFESSIONAL DEVELOPMENT

AMA Marketing Month• Respond to surveys showing that members are willing to attend at most 2 MUSE events per week• Build excitement around marketing by hosting a diverse series of marketing events during the

month of October, the first event starting during AMA Marketing Week• Partner with established companies from at least 3 different industries to carry out events centered

on specific aspects of marketing• Work closely with company representatives to structure interactive presentations that effectively

engages students and communicates major learnings• Include 1 event with a Wharton professor to share with students the cutting-edge marketing

thought being developed at their university

Job Shadowing Trips• Visit at least 2 successful companies in an offsite job shadowing trip centered on marketing• Meet with marketing representatives in a small group setting and learn about how the company

approaches its unique marketing challenges• Target companies in the technology and consulting spaces, 2 of the top 5 most listed industries

members wanted to learn more about in our end-of-year survey

Professional Panels and Workshops• Survey the needs of Penn community to determine most desired content for workshops• Collaborate with at least 1 other professional student organization to hold a panel of current

upperclassmen educating underclassmen about various career options available after graduation• Target at least 1 of these workshops toward freshman, who will need to use marketing in their

course projects but do not take marketing classes until their sophomore year

3 | EXPERIENTIAL OPPORTUNITIESHands-on learning

AMA Competitions• Participate in most if not all AMA competitions, including Chapter of the Year Competition, Website

Competition, AMA SavesLives Competition, Conference and Community Service Grants, Student Marketer of the Year, Case Competition, Northwestern Mutual Sales Competition, and SABRE Business Simulation

• Place in at least 6 of these competitions

Case Competitions• Engage 30 unique members in at least 7 national and regional case competitions• Host an event targeted to students interested in joining a case team to explain the different case

competitions they can participate in this year• Place in at least 5 of these competitions

MUSE Consulting• Confirm at least 5 consulting projects each semester for 30 consultants• Scope projects to include a balance of marketing research, strategy, tactics, and design• Secure at least 1 nationally-recognized client to build MUSE Consulting’s brand and reputation


COMMUNITY SERVICE


• Continue to integrate formal marketing practices into all community service initiatives• Collaborate with at least 1 other student organization to achieve a community service objective• Raise awareness on Penn’s campus of at least 1 non-profit organization

STRATEGYCombine student interests in marketing and community service by providing opportunities for members to 1) learn about non-profit marketing and 2) use their marketing knowledge to serve others in the Philadelphia community.

1 | NON-PROFIT MARKETINGEducating students about marketing in non-profits

Non-Profit Marketing Consulting• Involve 8 students in a semester-long marketing consulting project for a non-profit organization• Leverage learnings from MUSE Consulting business model to help secure a project• Scope of project requires students to conduct marketing research and make strategy

recommendations to client

About Non-Profit Marketing• Host 1 event with a non-profit educating students about the marketing challenges it faces and how

they differ from marketing challenges faced by for-profit organizations• Partner with at least 1 other service-oriented student organization to help market and promote this

event to the Penn community

2 | SERVING OTHERSLeveraging marketing expertise to help the community

Dance Marathon for Big Brothers Big Sisters• Raise $1,000 for Big Brothers Big Sisters, a student-run community service organization pairing

Penn student mentors with local Philadelphia adolescents • Reach target attendance of 100 student participants, each donating $10 to the cause• Recruit student groups such as performing arts groups and Greek organizations to foster

excitement around and at the event• Obtain publicity for Big Brothers Big Sisters through multiple channels, including marketing

materials and local media

Elementary School Media Literacy Workshops• Teach children in West Philadelphia how to recognize and react to marketing in their daily lives• Organize and run at least 2 media literacy workshops at different schools


FUNDRAISING


• Apply targeting, segmentation, and positioning to recruit corporate sponsorships and new MUSE Consulting clients in current economic state

• Raise a total of at least $16,000 in revenues for the year

STRATEGYRaise funding for all MUSE programs through 1) corporate sponsorship program, 2) MUSE Consulting business, and 3) community partnerships.

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

Yearly Sponsors• Gain 1 yearly sponsor that agrees to a long-term partnership with MUSE• Raise a total of $1,000 from the program in exchange for pre-agreed benefits such as listserv

access, campus rebranding, and a series of corporate events• Tailor pitchbooks to highlight MUSE’s value proposition and position MUSE as the best Penn

student organization to sponsor• Establish formal database system to coordinate and track corporate communications

Event Sponsors• Build 5 new corporate partnerships with companies that wish to recruit Penn students for

marketing positions• Customize yearly sponsorship program for companies with smaller budgets but promise of long-

term sponsorship• Build a strong reputation with companies by delivering valuable exposure to result in future upsell• Run awareness and sentiment surveys of current Penn students to demonstrate to companies

their potential areas of growth in the recruiting brand

2 | MUSE CONSULTING BUSINESSProviding consulting services to generate revenue

MUSE Consulting• Contract a total of 10 clients for the year, resulting in revenues of $3,000• Collect testimonials from past clients and present in a pitchbook to help recruit future clients• Contact former MUSE Consulting clients for detailed feedback and qualified leads to new clients

3 | COMMUNITY PARTNERSHIPSLeveraging community organizations as a source of funding

University Partners• Partner with the Wharton Council to generate $1,000 in club funds• Raise $11,000 in sponsorship from the Wharton Marketing Department to fund attendance at the

annual AMA Collegiate Conference as well as catering for annual conferences


MEMBERSHIP


• Utilize event feedback surveys to target needs of Penn community and increase paid membership to 145 members

• Engage incoming freshmen with current members to ensure future leadership pipeline• Excite Penn students about marketing as a potential career path• Foster strong sense of cohesion among general body and committees• Increase proportion of non-business majors from 15% to 25% of total AMA membership• Achieve at least 4/5 satisfaction rating in attendee exit survey for each event

STRATEGYCreate a feeling of unity among new, current, and alumni members through 1) seamless new member recruitment, 2) social events, and 3) alumni relations.

1 | NEW MEMBER RECRUITMENTBuilding MUSE’s brand with students on campus

“What is MUSE?” Event Series• Respond to membership surveys revealing that returning members don’t benefit from the first

general body meeting of the year, which focuses on new member recruitment • Create a new event series tailored to incoming freshman and students new to MUSE to give an

overview of the entire organization and many different ways to get involved• Include separate events for case competitions and MUSE Consulting

2 | SOCIAL EVENTSBringing MUSE members together in social settings

Social Events• Create sense of community through 6 club social events, which include upperclassmen/

underclassmen mixers, football tailgates, and Halloween parties• Organize 1 flagship MUSE bonding event such as skydiving• Host monthly inter-committee dinners where 2 committees meet and dine together

3 | ALUMNI RELATIONSBringing the MUSE community to life after graduation

Summer Alumni Event in NYC• Introduce alumni to current club members looking to enter the marketing industry• Bring the event to alumni to avoids historic problem of alumni not being able to travel to

Philadelphia for alumni events• Achieve target attendance of 10 alumni and 10 current members

Homecoming Haunted House Trip• Capitalize on alumni’s homecoming to foster relationships among current members and alumni • Reach target attendance of 10 alumni


COMMUNICATIONS


• Build MUSE’s brand as a professional and innovative student organization both internally to students and externally to companies and clients

• Apply targeted marketing to increase awareness of and participation at MUSE events

STRATEGYPresent integrated marketing communications promoting MUSE events by 1) assigning all promotions to a dedicated and specialized committee, 2) distributing materials across internal communications channels, and 3) presenting united and professional communications to external parties.

1 | PROMOTIONS & WEB COMMITTEEMarketing for Penn’s marketing club

Promotions & Web Committee• Perform gap analysis to identify underserved segments and new event opportunities• Develop, pitch, and implement new branding and messaging plans for MUSE• Carry out a new and creative guerrilla marketing campaign for MUSE

2 | INTERNAL COMMUNICATIONSPromoting events to members

Internal Communications Channels• Leverage new emailing service to test and target MUSEflashes• Streamline digital listserv sign-ups and membership registration process• Maintain and revamp website to enhance communication with general body• Evaluate social media strategies (Facebook, Twitter, YouTube) and identify areas of improvement• Create new membership handbook to educate students on how to get involved in MUSE

3 | EXTERNAL COMMUNICATIONSGenerating outside buzz around MUSE

Public Relations• Reach out to university newspapers and Wharton publications to promote MUSE’s achievements

on campus and among faculty

Pitchbooks• Visually reorganize content developed by committees to best present value propositions to

potential clients and corporate sponsors through thoughtful, integrated design• Build MUSE’s external reputation as a professional student organization that companies want to

partner with

Alumni Newsletter and Holiday Cards• Reengage alumni with MUSE community through biannual alumni newsletters and annual

personalized holiday greeting cards


CHAPTER OPERATIONS


• Increase board and committee productivity through enhanced technology and formal systems• Improve record keeping throughout the year to ease knowledge sharing at leadership transitions• Quickly react to and implement new ideas from general body members

STRATEGYFormalize board and chapter processes like 1) the apprenticeship program and 2) board productivity improvements that are so critical to the club’s continued success and smooth operations.

1 | APPRENTICESHIP PROGRAMTraining new leaders to ensure smooth transitions

Apprenticeship Program• Begin board transitions two weeks earlier (in mid-November) to allow new leaders to shadow

previous VPs and learn their new role

2 | BOARD PRODUCTIVITY IMPROVEMENTSEnhancing chapter operations

Board Productivity Improvements• Conduct monthly one-on-one feedback sessions to track professional and personal growth and

identify new areas of improvement• Leverage the MUSE Board Wiki to maintain constant open communications among leadership• Reevaluate board structure at transition to ensure current structure continues to meet club needs• Introduce event proposal system that allows general body members to champion an event


President

VP of Promotions & Web

VP of Finance VP of Conferences

VP of Consulting VP of Professional Development

VP of Community Service

VP of MembershipVP of Operations

Executive VP

Experiential Activities Core Events

Case Teams

Alumni RelationsCorporate Sponsorship

WUMCMARC

MUSEConsulting

Professional Development

Committee

Community Service

Committee

Membership Committee

Promotions & Web Committee

Tactical Support

CALENDAR OF EVENTS

September• New Student Orientation Fair• Wharton Clubbing Night• New Website Launch• “What is MUSE” Event Series• About MUSE Consulting• About Case Competitions• General Body Meeting on Guerrilla Marketing• Board Social Dinner• New Members Admitted• AMA Case Competition Launch

October• AMA Marketing Month• MUSE Movie Break• MUSE Consulting Social• Upperclassmen/Underclassmen Mixer• Dessert with Microsoft• General Body Meeting• Football Tailgate• Wharton Case Competition Launch• SAP Case Competition Launch• MUSE Leadership Lunch Series• Board Feedback Session• Website Competition• Inter-Committee Dinner• AMASavesLives Launch

November• Wharton Undergraduate Marketing Conference• General Body Meeting• Board Feedback Session• Marketing for MGMT 100• Resume Book Launch• Media Literacy Workshop• Rosetta Consulting Workshop• NYC Job Shadowing Trip• Unilever/Dove Presentation• New Board Interviews and Turnover

December• MUSE Consulting Client Presentations• End of Semester Dinner and Awards• Board Leadership Forum


January• MARC Career Fair• Macy’s Marketing Case Competition• Kraft Brand Management 101• Clorox Coffee Chats• Professor Lunch• About MUSE Consulting• New Members Admitted• Membership Social Event

February• Media Literacy Workshop• Dance Marathon for BBBS• charity: water Case Competition Launch• General Body Meeting• Board Feedback Sessions• Inter-Committee Dinner• Microsoft Information Session

March• MUSE Leadership Lunch Series• General Body Meeting on Viral Marketing• Board Feedback Sessions• Marketing Spotlight Series Event• Relay for Life• Google Case Competition Launch• Professor Lunch

April• General Body Meeting• End of Year Study Break• Inter-Committee Dinner• Skydiving• Job Shadowing Trip• MUSE Consulting Client Presentations

May• Senior Banquet• Board Leadership Forum

BUDGET

Beginning Balance $7,412Revenues Conferences WUMC $2,000 MARC $7,000 Corporate Sponsorships Information Session Sponsorships $1,000 Other Partnership Events $1,000 Other AMA Prize Money, 2010 $1,000 MUSE Consulting $3,000 Funding from Wharton Council $700 Community Service Grant $500 AMA Conference Grant $250 Total Revenues $16,450 Expenses Events WUMC $500 MARC Facilities $500 Lunch $1,500 Job Shadowing Trips $200 AMA Case Competition $100 General Body Meetings ($70 /meeting) $500 Professional Development $200 Membership Social Events $600 Marketing Field Trips $100 Community Service $0 AMA International Collegiate Conference $10,000 Promotions T-Shirts $200 Water Bottles $0 Other Promotional Items $200 Administrative Printing $500 Speaker Gifts $100 Website Maintenance $270 Total Expenses $15,470 Ending Balance $8,392


2011

Documents

marketing organization

current members

marketing news

new members

muse consulting business

students time

ama competitions

rapid membership growth