1. ■ 1 ■
WESTERN CONNECTICUT STATE UNIVERSITY
2014/15
CHAPTER PLAN REVITALIZED

2. Dear Reader,
The WCSU Executive Board of the AMA Collegiate Chapter and the chapter members are
excited to bring another year of leadership to our campus. We have expanded our chapter
meetings and social events, by inviting different speakers to share their experiences and
insight from the professional world. Our goal is to encourage and increase networking
between industry professionals and our AMA members. This year our school funding was cut
in half, due to this we will have a strong emphasis on fundraising with community service.
We are excited to provide members with the opportunity once again to compete in the 37th Annual
International Collegiate Conference. At last year’s conference we received awards for Professional
Development and Chapter Planning. We were also fortunate enough to receive third place for our
Marketing and Business Innovation Week. By evaluating our placement at this competition over the
last year we have set a new goal; to place in the top twenty five collegiate chapters. Two years ago
our chapter placed in the top twenty five, and our preparations have already begun to “Revitalize”.
Sincerely,
Meghan O’Sullivan
Kassie Ruiz
Co-Presidents
TABLE OF CONTENTS
MEGHAN O’SULLIVANKASSANDRA RUIZ
Welcome
CHAPTER OVERVIEW 2
PROFESSIONAL DEVELOPMENT 3
COMMUNITY SERVICE 6
FUNDRAISING 7
MEMBERSHIP 7
COMMUNICATIONS 8
CHAPTER OPERATIONS 9
CALENDAR 10
BUDGET 10

3. ■ 2 ■
UNIVERSITY OVERVIEW
Western Connecticut State University is conveniently located in Danbury, Connecticut within
hours of several major cities. WCSU currently has 4,583 full-time undergraduate students
enrolled. The university has two separate campuses located in this city about three miles
apart from each other; and two-thirds of our students are commuters. Campus involvement
is often difficult to encourage because of this, causing us to look at our member recruitment
strategy in a different perspective to accommodate our overall demographic.
The Western Connecticut State
University Collegiate Chapter of the
American Marketing Association strives
to provide students with opportunities
for professional development, personal
growth, and community service.
CHAPTER
OVERVIEW
STRENGTHS
• Members are involved in outside
opportunities which will provide students
with professional experience
• Forming strong relationships with marketing
and business professors on campus
• Working closely with local organizations
WEAKNESSES
• Our split campuses and large amount of
commuter students limit recruitment on campus
• Majority of members are upperclassmen
• More than 90% of members are working or
interning while enrolled as a full-time student
OPPORTUNITIES
• Recruiting other majors outside of the
business school with our chapter events
• Retaining underclassmen and training them
for future leadership roles within the chapter
• Fundraising partnerships with
other clubs on campus
THREATS
• Our chapter is significantly
smaller than other schools
• WCSU has an increasing number of clubs/
Greek life that is recognized on campus
• Loss of Student Government
Association funding by 50%
THE DIRECTION OF WCSU MARKETING CLUB:
The Western Connecticut State University chapter of the American Marketing Association
provides marketing resources and education by offering professional development activities
and networking opportunities. National competitions and local community service projects
enhance member’s skills and knowledge for their professional career and life after the
WCSU AMA. In addition, we are beginning a new focus on ethics and sustainability with
fundraising and community service to enhance the quality of life throughout the community.

4. ■ 3 ■
PROFESSIONALDEVELOPMENT OVERALL GOALS:
• To organize local
on-campus events
and programs to
enhance the academic
and professional
development of Western
Connecticut State
University students.
• To offer resume-building
opportunities for WCSU
AMA members through
marketing related
activities and workshops.
• To provide our members
with opportunities to
advance their education
and network with
professionals and alumni
through community
service events; while
preparing for our
annual conference.
OVERALL
STRATEGIES:
• Develop programs
to attract students
at different points in
their college career.
• Educate our community
on and off campus about
the services we can offer
a business through many
marketing strategies.
• •Create workshops and
guest speaker events
based on trends students
have shown interest in.
• Work closely with the
university’s PR and
Student Government
Organization to
promote our club’s
events and goals.
SPEAKER SERIES:
GOAL: To host ten guest speakers for the year to share their
professional experiences, and other relevant topics such as;
entrepreneurship, business innovation, personal branding, social media
and sports marketing.
STRATEGIES: Use the many connections that students, professors
and previous speakers have developed and approach local business
professionals about possible opportunities.
AMA PROFESSIONAL DEVELOPMENT EVENTS
CHAPTER PLAN
September, 2014
Membership participation:
5 members
GOAL: Earn full 10 points
STRATEGIES: Review the
Annual report from last year
and create an attainable plan
that will set goals for the
upcoming school year.
VITAMIN WATER BY COKE
COLA CASE COMPETITION
September- December 2014
Membership participation:
3 members
GOAL: To place as a Top 25
finalist
STRATEGIES: We plan to create
a strategic plan for Vitamin water,
as well as conduct prior research
to further our knowledge about
the target market and sales of the
product.
AMA CERTIFICATE
PROGRAMS
ongoing
Membership participation:
8 members
GOAL: To offer our students AMA
certificates in Career Development,
Sales, and Marketing Research.
STRATEGIES: To complete
certificate programs with groups of
AMA members, for assistance and
encouragement.
ANNUAL REPORT
SUBMISSION
February 2015
Membership participation:
2 members
GOAL: To place as a Top 25
Chapter
STRATEGIES: Utilize our chap-
ter plan to evaluate what goals
we have achieved throughout
the year. We plan to use the
opportunity to create a list of
goals and improvements the
organization can implement in
the future.

5. ■ 4 ■
SABRE IN NOLA
March 2015
Membership participation:
3 members
GOAL: Educate our members of
the impacts that are made when
making important business deci-
sions
STRATEGIES: To prepare for
this competition, the competing
members will review tactical and
successful business practices.
CHAPTER EXHIBIT
COMPETITION
March 2015
Membership participation:
3 members
GOAL: To increase our
placement as a finalist in one
category.
STRATEGIES: Members
will work on the booth
prior to the conference to
incorporate the theme into
our exhibit booth design.
WEBSITE COMPETITION
November 2014
Membership participation:
2 members
GOAL: To communicate
important club information with
club members and potential
members in a comprehensive
way.
STRATEGIES: We will elect one
Executive Board member to be
in charge of website updates
and edits. We will ask all
chapter members to review the
site regularly and evaluate that
all competition criteria is met.PROFESSIONAL DEVELOPMENT EVENTS
WCSU ANNUAL
LEADERSHIP AND
OFFICER
TRAINING PROGRAM
August 9-10
Membership participation:
3 members
GOAL: Meet and network
with 5 other club’s Executive
Boards.
STRATEGIES: All campus
clubs come together to
network and discuss the
upcoming semester, as well as
suggestions to improve and
increase student involvement.
All clubs share ways to retain
members and continue
participation at WCSU events.
Establish ties with the Student
Government Association.
MARKETING EDGE
CONFERENCE
October 17
Membership participation:
5 members
GOAL: For chapter members to
explore career possibilities in
digital and direct marketing.
STRATEGIES: Marketing edge
supports academics and stu-
dents, and recognizes business
leaders for their support of
data-driven marketing educa-
tion. Members will engage and
network with industry profes-
sionals and students from other
chapters at the conference
MENTOR UPCOMING
AMA COLLEGIATE
CHAPTER: UNIVERSITY
OF MISSOURI – ST.
LOUIS
ongoing
Membership participation:
4 members
GOAL:
To provide the students with
the tools and knowledge
to lead a successful AMA
chapter for their first
upcoming semesters
STRATEGIES: Educate the
students on the benefits
that the AMA chapter can
provide for their business
school and supervise their
preliminary steps to building
their chapter
PROFESSIONAL
DEVELOPMENT RESEARCH:
• To measure and
analyze satisfaction
of our professional
development programs,
and provide events
members are interested
in, by performing
satisfaction surveys.
PROFESSIONALDEVELOPMENT

6. ■ 5 ■
MARKETING AND
BUSINESS
INNOVATION WEEK
October 6-10
Membership participation:
10 members
GOAL: To increase visibility
and participation of our
chapter while educating
students on the many facets
that marketing has to offer.
STRATEGIES: To provide
an event each day of the
week for students and AMA
members to attend and
learn from WCSU alumni
and industry professionals.
BIG IDEA COMPETITION
October 6
Membership participation:
4 members
GOAL: Provide students
with the opportunity to
compete by presenting
their product and or service
ideas to a panel of business
professionals that will also be
judging the competition.
STRATEGIES: Encourage
students to develop ideas
and compete through direct
person-to-person marketing,
advertising, and social media
AMA FAIRFIELD COUNTY PROFESSIONAL
CHAPTER PARTNERSHIP
Membership Participation: 2 Members
GOAL: To develop strategic partnerships with other
AMA chapters that are committed to demonstrate how
marketing and its allied professions are much more
impactful when they’re all part of an integrated approach
rather than isolated functions. We’re convinced that we’re
“Better Together” than trying to do it alone.
STRATEGIES: To coordinate workshops and schedule
speakers that are members of the professional AMA
chapter to share their experiences and insights of the
marketing industry. To mutually promote each other’s
events by sharing email distribution lists.
PROFESSIONALDEVELOPMENT
Marketing Week
International Award Winning WCSU Marketing Club brings you
a week of business & innovation
October 6 - October 10
Learn More: wcsuama.wix.com/marketing
Brand Challenge Workshop Featuring Colonial Chuck
TUESDAY 4:30 PM Westside Campus Center RM 212
Alumni Panel Meet the Graduates
WEDNESDAY 5:30 PM Campus Center Ballroom
AMA Certificate Luncheon for AMA Members ONLY
Start your membership today at www.ama.org
FRIDAY 10:30 AM WSCC Lab Backroom Certificate of Achievement
Christina Lee
t
Michael Carpenzano Guest Speaker , Entrepreneur & Inventor
THURSDAY 5:30 PM Campus Center Ballroom
@WestConnMKTclub facebook.com/WCSUMarketingClub
OpenHouse Meet our Eboard until 3:00PM
Bill Imada Guest Speaker & Entrepreneur
Big Idea Competition
MONDAY WS218
2:00 PM
4:15 PM
5:30 PM
$500Reward to the Winner
BRAND CHALLENGE WORKSHOP
October 7
Membership participation: 4 members
GOAL: Challenge students at WCSU of all majors to give Colonial
Chuck a complete brand makeover
STRATEGIES: Using Colonial Chucks background history, students
will use their creativity to come up with his present and future.

7. ■ 6 ■
COMMUNITYSERVICE
OVERALL GOALS:
• To provide community service experiences that will
help develop member’s marketing skills.
• To work with local organizations in order to promote community involvement.
• To encourage all members to help and support organizations that
cultivate meaningul opportunities for civic engagement.
COMMUNITY SERVICE EVENTS
GRAND OPENING
EVENT AT DANBURY
HOSPITAL
September 19, 2014
Membership participation:
5 members
AMA members
volunteered their time to
Danbury Hospital to help
run their grand opening
event. Members helped
sell raffle tickets, direct
visitors, and answered
visitor’s questions. During
this event many members
were able to introduce
themselves and network
with many prominent
local professionals.
NEWTOWN
CHAMBER OF
COMMERCE ANNUAL
LABOR DAY BBQ
September 1
Membership participation:
4 members
AMA members helped
with the planning and
distribution of promotional
flyers for the event.
AMA members helper
serve food at the BBQ.
WCSU SERVICE DAY
September 20
Membership participation:
5 members
Our goal is to have five
members at the event
to help other WCSU
clubs and organizations
to perform community
service around the town
of Danbury, Connecticut
to help maintain a clean
and friendly community.
TAKE BACK
THE NIGHT
October 22
Membership
participation: 4
members
This event is an
international non-profit
organization with the
mission of ending
sexual violence in
all forms and is held
annually at WCSU.
This year we will be
assisting in planning and
promotion of this event
as well as attending.
RELAY FOR LIFE April
Membership participation:
5 members
For this annual event
held on campus we will
take part in the planning
committee. We will also
take part in the on-campus
promotion of the event.
Our goal is to raise $150
for the Marketing Club’s
team as well as having
five AMA members
present at the event.
“BE THE MATCH”
VIDEO COMPETITION
Membership Participation:
5 Members
The AMA encourages
chapters to donate
their marketing skills to
organizations in need of
help. Our chapter wants
to get involved with Be
The Match to help them
achieve their goal, “to
save lives by delivering
cures to people diagnosed
with life-threatending
blood cancers through
marrow and cord
blood transplantation.”
In an effort to raise
awareness, fundraising,
and registration, we will
create a video to inform
and encourage our
community to participate.

8. ■ 7 ■
MEMBERSHIP
MEMBERSHIP GOALS:
• 20 registered AMA members
• Recruit members using
social media
• Encourage all Marketing majors
to become AMA members
• To have 50% of members
participate in at least 2 events
throughout the year.
RECRUITMENTEVENTS
CLASSROOM RECRUITMENT All year
Membership participation: 4 members
GOAL: To Gain 10 new AMA members
STRATEGIES:
• Visiting classrooms to inform business
student’s benefits of AMA membership.
• Promote club events to raise
awareness and attendance.
• Show promotional video to students.
FUNDRAISING
FUNDRAISING GOALS: $3,300
• To acquire funds to support
expenses for projected
programs in this Chapter Plan.
• To raise $150 to donate to WCSU’s
AMA Chapter Relay for Life team.
• To raise $3,000 from
corporate sponsorships.
• Maintain positive working
relationship with Student
Government Association
to secure funding.
• Hold fundraiser events
on and off campus
STUDENT GOVERNMENT ASSOCIATION:
GOAL: $5,000 for the school year
STRATEGIES: By creating a budget for each semes-
ter we can better track our club’s spending and fund-
raising habits. These budgets consist of all expenses
correlated with on and off campus events, as well as
all travel expenses.
CORPORATE SPONSORS:
GOAL: $3,000
STRATEGIES: Levels of sponsorship have been cre-
ated to allow sponsors to choice which plan works
best for them. We have created a list of local com-
panies to approach about becoming WCSU AMA
Marketing Club sponsors.
GENERALFUNDRAISING
WIDOW BROWN’S RESTAURANT:
WCSU MARKETING CLUB NIGHT
September 22
Membership participation: 5 members
GOAL: $100
STRATEGIES: A portion of all profits made from din-
ner sales on September 22nd were donated to our
chapter. Five members attended the event and han-
dled all planning and promotional aspects of event.
STRATEGY:
Due to our school funding being
cut, we have made the decision
for focus our fundraising efforts
on corporate donations and
sponsorships, to be able to send
more of our chapter members to the
annual AMA collegiate conference.
In addition, members who are
employed or interning have reached
out to their organizations about
compensation for travel expenses
related to the New Orleans trip.

9. ■ 8 ■
CLUBS CARNIVAL August 27
Membership participation: 3 members
GOAL: To have booth at university event where incoming
freshman get to know all clubs on campus, and collect
contact information of 10 freshmen.
STRATEGIES:
• Hand out “WCSU Marketing Club” pens to
promote our club around campus.
• Distribute AMA brochures to engage potential members.
• Target incoming freshman and collect contact
information to add to our email distribution list.
ANCELL DAY September 10
Membership participation: 6 members
GOAL: To get 20 Ancell School of
Business students to sign our contact
sheet.
STRATEGIES:
• Have our AMA chapter
exhibit booth set up.
• Focus on promoting upcoming
events, especially marketing week.
• Promote benefits of
AMA membership.
COMMUNICATIONS
GOALS:
• To develop effective and efficient methods of communicating chapter
activities to members and the campus community.
• To inform and maintain communications with WCSU AMA members about club events and activities.
• To increase the amount of active AMA members as a result of awareness of the AMA and its benefits.
• To spread internal awareness throughout the university community about all WCSU AMA
chapter activities, speakers, events, and accomplishments over the course of the year.
• To promote awareness to the external environment, Danbury, CT community and surrounding
areas, regarding networking, community service and fundraising events.
• To aid members of executive board in obtaining contacts to inform the internal
and external environment about all WCSU AMA chapter events.
• Maintain WCSU AMA chapter’s Wix website in which current and past member can
stay connected to the club and informed about events and activities.
INTERNAL STRATEGIES:
• To maintain open communication by regularly
updating social media such as: Facebook, Twitter,
LinkedIn, and the WCSU AMA website.
• To inform internal and external AMA
community through Email blasts.
• To create posters and flyers to be distributed
around campus about special events.
• To encourage word-of-mouth marketing by AMA members.
• To increase brand identity by using
the new WCSU AMA logo.
• To extend knowledge of the club through events such
as Club’s Carnival, Ancell Day, and Marketing Week.
• All organization documents and weekly club
minutes will be uploaded to our Wix website.
EXTERNAL STRATEGIES:
• To incorporate social networking
tools, such as LinkedIn and Facebook,
to reach alumni and connect
with possible guest speakers.
• To develop a database consisting
of current and previous WCSU AMA
contacts for field trips, guest speakers,
and overall networking opportunities.
• To maintain contacts through WCSU
Career Development Office.
• To continue to reach out to
professors on campus in the business
school and related majors.
MEMBERSHIP

10. ■ 9 ■
ESTABLISH A
TRANSITIONAL PLAN
• To create and execute a plan to train new Executive
board members for the 2015-2016 academic year.
• To develop qualifications and an implementation plan for
members aspiring to attain executive board positions.
• To require each current executive board member to
mentor an AMA member to assume his/her position.
REACH OUT TO OTHER CLUBS AND ORGANIZATIONS
• To plan guest speakers, field trips, and networking opportunities
with Accounting Society, Photography Club, and the Prism Club
• To generate a greater audience and divide expenses
and benefits with partner organizations.
• To encourage collaboration with other local
collegiate and professional AMA chapters.
CHAPTEROPERATIONS OBJECTIVES:
• To continue to
use inclusive
leadership style to
encourage input
and participation
from executive
board members, and
general members.
• To continue to
collaborate with
other on campus
clubs, such as the
Accounting Society,
Photography Club,
and the Prism Club,
for field trips, guest
speakers, and
other programs.
• To develop an
equitable system
to motivate and
monitor membership
involvement.
STRATEGIES:
Conduct weekly
General meetings
Member participation:
To have 80% of
members attend
meetings.
• To inform chapter
members about
events, programs,
and opportunities.
• Updated materials
about club activities
and events will be
handed out during
these meetings.
• Each Executive
Board member will
update the chapter
on their progress.
CONDUCT BIWEEKLY
EXECUTIVE MEETINGS
Member participation: To have full Executive
Board present at all meetings.
• Projects and tasks will be handed out at these meetings.
• To keep the Executive Board members motivated and productive.
• To evaluate executive board members mid-year.
American Marketing Association
Marketing Club
What we do at meetings
Join us!
Tuesdays at 4:30PM
Westside Campus Center RM 212

11. ■ 10 ■
CALENDAR
JULY:
• 23rd Executive Board meeting
AUGUST:
• 9th WCSU Leadership
and Officer Training
• 22nd Community Service
event: Grand Opening
of Danbury Hospital
• 27th WCSU Club’s Carnival
• 28th First ay of classes
Fall semester
SEPTEMBER:
• 1st Community Service event:
Chamber of Commerce
Labor Day BBQ
• 2nd Kick off Meeting
• 10th Ancell Day
• 19th Danbury Hospital
Grand Opening
• 20th WCSU service day
• 22nd Fundraising Event
at Widow Brown’s
• 30th Speaker Series: Jessica
Rockwell about Branding
OCTOBER:
• 6th Executive Board Open
House with Guest Speaker
• 6th Big Idea Competition
• 7th Brand Challenge
• 8th Chapter Plan Due
• 8th Alumni Night
• 10th Career Development
Certificate Program
• 14th Speaker Series: Tricia
Farin about Starting a Business
• 17th Marketing Edge
Conference
• 21st Speaker Series: Tom
Zareki WXCU Radio Host
• 22nd Community Service
event: Take Back the Night
• 28th Personal Branding
Workshop
NOVEMBER:
• 1st Fundraising event:
Can Shake
• 4th Speaker Series: Hunter
Young about Sales
• 18th Speaker Series
Topic: Social Media
DECEMBER:
• 2nd Speaker Series
Topic: Event Marketing
• 17th Fall Semester ends
JANUARY:
• 12th First day of classes
Spring semester
• 13th Spring semester
Kick off Meeting
• 20th Speaker Series
Topic: Advertising
MARCH:
• 3rd Speaker Series Topic:
Sports Marketing
• 19th- 21st AMA Collegiate
Conference
APRIL:
• Relay for Life
MAY:
• 9th Spring semester ends
BUDGET
*General Meetings are conducted weekly*