uclachapter plan challenge

Allison WinklerGini Gregg

Maggie DenninDenise Jin

Jenna Pfefferle

chapter background Large Public University

25,000 undergraduates, total enrollment of 40,000

Urban location, with college town atmosphere

Ethnically diverse, strong study abroad & International culture

Health and environmentally conscious

Active social scene: diverse interests >tendency towards cliques

School spirit & strong athletics

potential campus partners

• FORGE• Facilitating Opportunities for Refugee

Growth and Empowerment• Non-profit focused on empowering

displaced communities in Africa,

• Mentorship• Pair student mentors with at-risk

youth in the Los Angeles area

• Cultural Affairs Commission • Student gov’t programming meant to

spark dialogue on social issues

• Burkle Center for Int’l Relations• UCLA research center, programs

events to promote discussion on relevant topics of international relations (speakers, conferences)

potential campus competitors

• Dance Marathon• Annual event raising funds and

awareness for pediatric AIDS

• Unicamp• Official charity, student-run summer

camp for lower-income children

• And over 800 others…• Sheer number of student groups on

campus presents a challenge

marketing plan On campus

› Student Activities Fair (September)› Flyering on Bruin Walk › A-Boards › General interest meetings› Announcements at Int’l Development Studies

& Global Studies classes

Online› Listserv› Facebook group (250 members) & events› Facebook profile pictures› Twitter› Chapter webpage

Merchandise› T-shirts: V-necks, organic cotton› Undies for Undie Run (Strip down for

sustainability!)› Chapter logo (The Giving Tree)

Our tree! A familiar sight at EVERY event

chapter history Founded in 2008

Ventures: › Hunger Lunch › Yoga in the Park › Party Like a Balla for Guatemala!

› Strawberry Festival › Zimride (FB Carpool App)

Projects› Partnered with UT Austin Chapter

and IMAGINA this summer for microenterprise project in Guatemala

benchmarking

Exec Board of mostly seniors last year

Exec Board of 2nd-4th years in place for next year, from more diverse backgrounds

15 members

Ran successful one-time ventures but no consistent venture

Total profit at the end of the year = $3,500

Sent 6 members to Guatemala for our project

Build a stronger presence on campus

Work more cohesively as a team and share responsibilities

Collaborate with other student groups and reach out to the Los Angeles community

Increase membership to 25-30

Run a consistent and profitable venture

Continue running creative and distinct one-time ventures

Total profit at the end of the year = at least $4,000

Send students on a project

past progress goals

overview of events

Bi-weekly Hunger Lunch

Bi-weekly Hot Food for Hot Messes * new venture

Quarterly Bar Nights

One Additional Event per Quarter – some new, some old Repeating previously successful ventures: Strawberry FestivalInitiating new ventures: “This is not an Art Show”

Spring Quarter Awareness Event

Make Hunger Lunch more profitable by:

• Changing the location• Making it a more consistent venture• Marketing aggressively as the only

healthy, yummy, AND cheap lunch option• Working with South Central Farmer’s

Co-Op, Westwood Farmer’s Market, etc.

• Offering more diverse food options

existing ventures: Hunger Lunch & Bar NightMake Bar Nights more profitable by:

• Building on existing relationships (venue, sponsors, DJs, etc.)

• Making it a more consistent venture to build on word-of-mouth marketing

new venture: “Hot Food for Hot Messes”

•UCLA Fraternities throw “Quarterlies”, themed open parties on Greek Row

•Many are on social prob. at the few Quarterlies that will take place, likely to be huge turnout

•Lots of people wandering around a concentrated area on certain Thursday nights, drunk and hungry

Opportunity•The friendly

drunks of UCLA

•People leaving the party or waiting in line to get in

Target Audience

•We will collaborate with Fraternities that are not on prob. to sell “Hot Food for Hot Messes” outside their houses on the night of their Quarterlies from 11:30-3:00

•Food offerings will be simple, pre-prepared food but coordinated with party theme

•Eg. Beignets at Mardi Gras, Chocolate-covered strawberries at Willa Wonka, Nachos at Cinco De Drinko

Details

new venture: “Hot Food for Hot Messes”

•Mutually beneficial relationship with Frats:•We

contribute to the party theme and hype outside (sign of a good party) and keep party-goers and people in line happy while they provide our venue and customers

•Since almost everything is closed after 1:30 AM, we are the only food option and by far, the most convenient

Needs Satisfied & Service Delivered

•Hot Messes will buy and/or eat anything – it practically markets itself!

•Facebook events

•Sending volunteers into the party to spread the word or offer samples

Marketing

•Profit: low overhead + high revenue potential

•Increase our profile as a student org with a consistent venture that reaches a large audience

•Collaborate successfully with Frats individually as well as IFC (Inter-Fraternity Council)

Goals

new venture: “Hot Food for Hot Messes”

new venture: “This is not an Art Show”

•Throw an event that is low-key but essentially connects student artists and musicians with community members and using the arts as an expression of social/int’l issues.

Opportunity

•Students and members of the larger community interested in the visual and performing arts.•Hipsters •Faculty

members, families, and patrons/donors from Burkle Center events

Target Audience

•Recruit talented and/or prominent student and local artists to perform and display their work (Eg. Katie Boeck)

•Create and advertise a contest for best work of student art (visual) expressing a current social issue

•Take “suggested donations” at the door for admission

•Vendors: Nourish merch, customizable Toms shoes, Guatemalan purses

Details

new venture: “This is not an Art Show”

•Relatively few events offered on campus that are marketed to the larger community

•Local artists will have the opportunity to display their work, get recognized, and get exposure to prominent community members who may be in the industry

Needs Satisfied & Service Delivered

•To secure talent, target majors from School of Arts

•Heavy online marketing, emphasis on Twitter (@dailycandy_la, @laupdates, @citysearchla)

•Market to faculty and staff, people who attend Burkle Center events

•Advertise well-known students who are showcasing/performing

Marketing

•Raise awareness of NI and sustainable development issues in the larger community

•At least 200 attendees, raise at least $500 through donations at the door and merch.

•Get prominent members of the community or people influential in the industry to attend and connect with NI + student artists

Goals

new venture: “This is not an Art Show”

new venture: “This is not an Art Show”

KATIE BOECKThree time winner of UCLA’s Spring Sing (past winners include Maroon 5 and Sara Bareilles)

TOMS SHOESFor every pair you purchase, they give a pair to a child in need.

“REINVENTANDO LA LIMONADA”

Purses woven from recycled materials by Guatemalan women (relates to 2009 micro-enterprise project)

•Outdoor screening of films related to international development issues

Opportunity

•Students living on “The Hill” – residential dorms

•Any student looking for free entertainment and a night under the stars with some blankets and friends

Target Audience

•Partner with campus groups FORGE and Office of Residential Life

•Find movie that is socially conscious yet entertaining (Eg. Slumdog Millionaire, Babel)

•Reserve Sunset Lawn, projection equipment, and obtain movie rights through ORL (FREE!)

•Find sponsors to donate snacks(popcorn, s’mores)

Details

awareness event: “Screen on the Green”

•ORL: ORL and individual RA’s are required to program a certain number of events/quarter. Although they have numerous resources (eg. Projection equipment!), they often do not like to plan/market their events and thus partner with student orgs

•FORGE: Did a similar event last year (documentary) but low turnout. Will have a larger audience + more appealing venue to raise awareness for a similar cause.

Needs Satisfied & Service Delivered

•Posters and flyers, particularly on “The Hill” (Eg. every floor of every hall has a bulletin board)

•Advertise at Activities Fair

•Have RAs send e-mails to their residents

•Make announcement at floor government meetings

•Emphasize FREE admission and ORL involvement

Marketing

•NO profit but also NO expenses (both due to ORL involvement) – emphasis is on raising awareness

•At least 50 attendees

•Raise awareness of NI & relevant issues

•Stimulate interest in younger students – key to chapter sustainability and marketing to a wider audience

Goals

awareness event: “Screen on the Green”

leadership development

Human Resources Director in place for next year› Planned weekly Exec Board and bi-weekly General Body meetings› Quarterly interest meetings (first week of the quarter) › Casual recruiting events (BBQs!)

Additional leadership positions open to first years and new members: › Eg. Co-Marketing Director, Community Outreach Director or Awareness Director

Opportunity to participate in Int’l Project depends on Chapter participation through the year

Start application process for 2010-2011 Exec Board by 4th week of Spring Quarter› Establish a more thorough transition process

conclusion

Build a stronger presence on campus by targeting niche audiences with specific ventures › Know which ventures are effective for raising awareness and which are

focused primarily on profit

Collaborate in mutually beneficial ways with well-established student groups (Greek community, ORL, etc.)

Within Exec Board, focus on giving every member a sense of ownership and accountability› Ensure that younger students have leadership opportunities > Chapter

sustainability

Have fun and do good!

how we will accomplish our goals

the end.