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2013-2014
American Marketing
Assocation
CALIFORNIA POLYTECHNIC STATE UNIVERSITY, SAN LUIS OBISPO
ORFALEA COLLGE OF BUSINESS
BEST CLUBSUBMISSION

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• Active membership increased to 75% from Spring 2012
• Launched YouTube Channel with AMA Advertisement Video
• Introduced Director Roles to Executive Board
• Successful company tours to Bay Area and local agency
• Created partnership with Non-profit Family Care Network
• Implemented Marketing Mentors Program
• Marketing Career Conference brought in 21 recruiting
companies and $12,000 in revenue
• Implemented three sponsor levels
• Hosted the second annual Pitch Competition, received
sponsorship from 21 different companies, and tripled last
year’s funding
• Increased participation from 58 students in 2013 to 92
marketing students in 2014
KEY CHAPTER HIGHLIGHTS
Orfalea College of BusinessBEST CLUB SUBMISSION
During the 2013-2014 academic year, the
California Polytechnic State University, San Luis Obispo
chapter has worked diligently in expanding professional
experience opportunities to its members. This year,
Cal Poly AMA was fortunate in accomplishing some of
its goals, including participating in national Marketing
Week during the first week of October, traveling to the
headquarters of Symantec and Workday to meet some
of its sales and marketing staff, and planning our largest,
most interactive form of the Cal Poly Marketing Career
Conference to date. The 2013-2014 Executive Board is
extremely proud of our achievements during our short
time together, and we have received positive feedback
from our members as well. This can also be seen in our
increase in membership and increase in retention rate.
Through our efforts to improve the club’s technology,
we worked to meet the needs of our members by
keeping them informed about club events through
our renovated website, Facebook page, and Facebook
group. This year we created an Instagram and Pinterest
account to keep our membership up-to-date on current
marketing trends as well. Our main achievement
was our new Job/Internships page on our website.
We provided our members with exclusive access to
opportunities for professional development and an
avenue for companies to recruit members.
Our main objective last year was to increase
membership. We exceeded our goal by officially
enrolling many new members. This year’s the challenge
was maintaining retention rate of members. In order
to keep members actively engaged in club activities,
we amped up our social media outreach, on-campus
awareness with flyers and digital signage, weekly email
list and on-campus announcements. By constantly
reminding and informing members about ways to get
involved, we aimed to keep up our attendance and
increase participation.
We began the academic year by clearly
identifying personal goals as an executive board,
overall club goals and objectives for our club member
development. By starting off the year with high
expectations, we were able to consistently push and
encourage each other to meet those goals. While the
school year is only half-way over, we are proud to
share our results, many of which have surpassed our
expectations.
Overall goal: At Cal Poly’s AMA Chapter, our
theme this year was to encourage our members to
“Make Your Mark”. We know that our members have
made an impact on their marketing careers by actively
participating in our club’s activities. Let us show you
how we’ve provided our members with a platform to
succeed.
Sincerely,
Cal Poly AMA Executive Board
CAL POLY’S AMA

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Professional development
INTERNSHIP PAGE
Our main achievement was our new Job/
Internships page on our website. We provided our
members with exclusive access to opportunities
for professional development and an avenue for
companies to recruit members. Thus far, we have
posted over 50 job and internship opportunities.
The marketing faculty and local companies actively
submit positions available and we’ve developed
a mutually beneficial experience for all in the
marketing field.
MARKETING WEEK
This was Cal Poly AMA’s second year participating
in Marketing Week on October 7 - 11, 2013. Our
goal was to educate members of Cal Poly AMA as
well as non-member marketing students about
marketing careers. Our goal last year was to use
Marketing Week events to benchmark future
Marketing Week experiences. This year our events
included: LinkedIn Workshop, Professional Attire
Fashion Show, and sponsor promotion booth in the
University Union.
ALUMNI OUTREACH
A main goal we had this year was to leverage our
connections with alumni to aid in the professional
development of current members. We found
tremendous success as many AMA alum were
eager to share their experience in the workforce as
well as provide job and internship opportunities.
To initiate contact, we send formal letters to
the Alumni directly to their current places of
employment.
EVENT: CORPORATE TOURS OF WORKDAY,
SYMANTEC AND ROSETTA HEADQUARTERS
Results: 20 student and two faculty members
toured the campuses of Workday and Symantec.
We coordinated a private tour of Rosetta, a local
digital advertising agency. 80 marketing students
gained first-hand experience, asked questions,
and learned from leaders in Creative, Software
Engineering, Creative Engineering, Account and
Project Management, and Video and Motion
Graphics. Students heard current employees from
various areas of marketing speak about their
position in the company and their responsibilities.
EVENT: MARKETING CAREER CONFERENCE
JEOPARDY
Members were invited to play a jeopardy style
game to learn more about the companies
attending the winter career conference. This high
energy and competitive style of exposing members
to the attending companies proved to be a great
way to build hype and increase awareness. Last
year, this was a pilot program, and this year we
experienced much higher attendance.
Objectives: Results:
Attendance: 25 Attendance: 60
Satisfaction: 75% Satisfaction: 90%
Mission: To provide members with the opportunity to expand business and marketing
proficiencies by networking with professionals, to provide exposure to a variety of career paths,
and to enhance essential skills out of the traditional classroom setting.

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The Marketing Career Conference is an annual event hosted by Cal Poly's AMA.
This event takes place during winter quarter. Companies on both a local and national level provide job
and internship opportunities for students in the field of Business, Marketing, Graphic Communication,
Public Relations, Communications, Advertising, Journalism, and more! Students benefit from concentration
relevant positions and networking opportunities. There is a Keynote Speaker, provided by the Platinum
AMA sponsor, and Panel Discussions covering pressing topics in today’s post college career-search and
current Marketing trends.
MARKETING CAREER
CONFERENCE
The majority of our event is an open networking forum, similar in type to a career
fair. The key difference to the MCC is the intimate setting and time for in-depth
conversations between the recruiters and students. The companies attend the MCC
on the promise and expectation of high caliber marketing students. We encourage
conversation between students and companies to explore careers and develop early
employment relationships
Imagine selling potential employers on your capabilities, with only 4 minutes to spark
their interest. The Annual Marketing Career Conference Pitch Competition is designed
to provide this type of exposure by giving Cal Poly Marketing students a chance to
present their projects in a pitch-style competition.
MCC also features panels of executives from participating companies to field
questions and provide students with insight relating to careers. Panel members will
highlight careers and how to actively manage career progression at their companies,
as well as the importance of personal branding.
Each year we feature one premier company to speak about a pressing topic related
to student employment searching. Being the MCC Keynote Speaker allows the
sponsoring company to establish unparalleled brand awareness among the MCC
audience and generate buzz for the company.
COMPANY BOOTHS
PITCH COMPETITION
KEYNOTE SPEAKER
CAREER PANEL
Special Event:
the

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The Marketing Career Conference Pitch
Competition offers four main aspects:
1. Recognition of outstanding marketing
curriculum presentation by being nominated
to compete
2. Coaching sessions with the Orfalea College
of Business’ Executive Partners for students to
hone their presentation skills
3. A high stake environment where students
pitch to industry professionals, similar to the
working world
4. A showcase to the attending company
recruiters and guests the product of the Orfalea
College of Business’ Market curriculum, along
with the talent and skills of the students.
The Pitch Competition is a tangible showcase of
the skills marketing students acquire from their
marketing classes, as well as a way for students
to turn their classroom presentations into hard
earned cash. Recruitment and awareness of the
competition began in October 2013, with the AMA
members attending various marketing classes to
make announcements of the event. The faculty
were also engaged to nominate students for
the competition and to email all their students
regarding the opportunity.
The audience was composed of students,
marketing professors, company recruiters, and
industry guests totaling 150 people. There were a
total five awards presented, 1st to 3rd place in the
core program category, 1st in the novice category,
and an audience choice award. The audience
members voted on the participants by texting
in their votes, the results were collected in ten
minutes. The awards were then presented by the
Marketing Career Conference’s Keynote speaker,
Marco Pueblo the Director of Global Digital
Acquisition Strategy at Symantec.
Following the completion feedback was acquired
from all parties involved in order to improve future
performance.
The rubric used by judges included the traits listed
below. Performance categories included (1) needs
improvement; (2) meets expectations; and (3)
exceeds expectations. In debriefing the student
showcase, judges indicated that ALL presentations
had been extremely polished and that they had
had trouble distinguishing between excellent
outcomes.
1. Problem: Clearly states the marketing problem
to be solved
2. Target Market: Clearly describes insightful
data-driven target customer
3. Solution: Clearly provides, practical, specific,
and innovative solution suiting target market
and data.
4. Delivery: demonstrates effective and
professional speaking skills
5. Time: stays within the four-minute time limit
6. Professionalism
The pitch competition
Special Event:

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LOCAL CORPORATE SPONSORS
As part of our Corporate Promotions committee,
our club builds relationships with local companies
within the San Luis Obispo community by providing
them with marketing help. Through these
sponsorships, these local companies help provide
some financial support for our chapter.
MARKETING CAREER CONFERENCE
The largest fundraising program conducted by this
chapter of AMA is our annual Marketing Career
Conference. This event not only raises most of the
funds needed to sustain the club from year to year,
but also allows us to highlight all the great students
who go through Cal Poly’s marketing concentration
program. To continue in the Cal Poly’s “Learn By
Doing” attitude the conference was organized by
the two student co-directors on the AMA Executive
Board and a marketing faculty member. To call
the career conference a career fair for marketing
students would be a drastic understatement.
We implemented three career panels composed
of industry professionals and AMA member
moderators. This was a Q&A style discussion with
professionals from different marketing industries.
Each panel focusing on a specific subject such
as Professional Development, Sales & Consumer
Insight, and Technology. We have also included
a keynote speaker. Every year we try to make
sure that our keynote speaker is from a different
area within the marketing field such as analytics,
advertising, technology focused marketing, and
public relations.
The fundraising aspect of our event is that each
company participates at a certain sponsorship
level. Our participant level, priced at $500, includes
a company booth table for recruiting students
and the option to participate in a panel. Our gold
sponsorship level is priced at $1,500. This provides
companies all the features of the participant level,
one year AMA club sponsorship, and their logo
featured on advertisements for the conference.
Our highest level is the Platinum sponsorship
priced at $2,500. This provides a keynote speaker
opportunity and affords them to be the main
sponsor for the entire conference. Our goal was
fund Cal Poly AMA’s professional development
related programs; such as, corporate trips.With the
21 companies attending the conference at various
levels of participation and sponsorship we tripled
our funds from last year of $5,000 to $12,000.
LOCAL CORPORATE SPONSORS
As part of our Corporate Promotions committee,
our club builds relationships with local companies
within the San Luis Obispo community by providing
them with marketing help. Through these
sponsorships, these local companies help provide
some financial support for our chapter. Current
sponsors include Woodstocks Pizza and ThreadHub
(formerly The RadLife), a clothing store in SLO.
fundraising

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As a trend, our club has significantly more new and
total members during fall quarter than spring and
winter quarters. We believe this is because a lot of
our members come to meetings looking for job and
internship opportunities. Once they successfully
find a job in the fall, they may feel less inclined to
come to the meetings for the rest of the year. We
also see an increase in our fall membership due to
our recruitment efforts toward incoming students.
Many of them are motivated to try as many things
as they can when they first come to college, and
they take a few quarters to find their true interest.
MEMBERSHIP POINTS
We have an awards program for our members as an incentive to come to
meetings, wear their Cal Poly AMA shirts, join committees, and attend social
and community service activities. The membership point values are shown in
the table below:
• Attend weekly meeting :10 points per meeting
• Wear AMA shirt to meeting: 5 points per meeting
• Attend any committee meeting: 15 points per meeting
• Attend club social or community service activity: 10 points per event
• Attend club corporate trip: 15 points
At the end of each quarter, the points are totaled and the top three members
win prizes. The prizes this year have consisted of gift baskets comprised of
items from our sponsors Woodstock’s and RadLife/Threadhub as well as
vintage Cal Poly AMA shirts and tanks.
membership
BY THE NUMBERS:
67 members
2012
92 members
2013
Cal Poly’s AMA puts on a social for members each
quarter. The theme fall quarter was “Crispy Turkey”,
a Thanksgiving version of “White Elephant”. Members
bought each other silly gifts and participated in a gift
exchange. 25 members attended.
During winter quarter, AMA put on a movie night,
in which two movies were played from a projector and
snacks were served. 15 people attended this event.
SOCIAL EVENTS

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2 WINSExcellence in functional categories
6TH
PLACESABRE business simulation
7 AWARDEDSales certification
This award was presented to Cal Poly AMA at the 2014 American Marketing
Association International Collegiate Conference in New Orleans. In front of several
collegiate AMA chapters coming from all over the nation, Cal Poly’s collegiate chapter
of AMA was recognized for excellence in two functional categories: professional
development and fundraising.
IN ADDITION,
Cal Poly AMA’s team of 5 placed 6th in the day-long SABRE Business Simulation. 30
schools from across the nation participated in this competition.
EXCELLENCE IN TWO FUNCTIONAL CATEGORIES
NATIONAL COMPETITION
THE AMERICAN MARKETING ASSOCIATION INTERCOLLEGIATE
“RETURN OF THE MARKETERS”
NEW ORLEANS, LOUSIANA

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community service and PHILANTHROPY
PARTNERSHIP WITH NON-PROFIT
Goal: Our club was looking to form a relationship
with a local, non-profit organization. Our club
members are made up of a diverse group of
motivated, business marketing savvy students
who were looking for ways to implement what
they learned in the classroom as well as give back
to the community. We established a "Non-Profit
Collaboration" with Family Care Network, a local
non-profit company based on the Central Coast.
As the official marketing club, we had the skills
and experience to provide services that pertain to
advertising, as well as participate in them.
Results:
• A liaison for FCNI events to be advertised on-
campus
• Active participants and volunteers with the
agency for event production
• A source to create and distribute marketing
collateral (we have design students who create
flyers/social media events, etc. as well as
provided many people to put up flyers around
San Luis Obispo)
• Set up a meeting for the non-profit business
executives to speak at one of our weekly
meetings (50-75 students) to share agency
mission and goals
CHIPOTLE FUNDRAISER
We collaborated with Chipotle to do a fundraiser in
their downtown SLO store on Tuesday, November
19th, from 5-9pm. They will generously donated
50% of their sales during this time period. We
encouraged members to invite their networks (post
on social media, send emails and texts) to stop
by the Chipotle to grab some yummy grub and
support Family Care Network at the same time.
Mission: To meet our mission of inspiring leadership for the public good, Cal Poly AMA engages its members
in various community service activities. These programs aim to empower our members to experience the
world in order to learn from it and to be of committed and substantive service to others. While learning how
to solve problems as they emerge and being exposed to complex issues, AMA students expand their view of
themselves and the world, gain real world experience and give back to their community.
club involvementOCOB WOW CLUB FAIR
During Cal Poly’s freshmen orientation, Week of
Welcome, the College of Business hosts a club fair
that showcases the business related clubs within
the college. AMA has a booth with posters, SWAG,
and an email interest list for new students. The
booth is staffed by board members who meet and
greet the students, talk to them about AMA, and
answer their questions.
TENAYA CLUB FAIR
Some of the residence halls at Cal Poly separate
students based on their majors. The hall that
houses primarily business majors, Tenaya, hosts
a club fair every winter quarter. AMA has a booth
with posters and SWAG and board members attend
the event to meet students and answer questions.
OPEN HOUSE
Cal Poly Open House is a weekend-long event
that occurs every spring quarter. Prospective
students and their families make their way to
San Luis Obispo to see all that Cal Poly has to
offer. At Open House, AMA has two booths: one
at the business building surrounded by the other
business clubs and one in a parking lot where all
the food booths are located. The business building
booth is similar to the other club fair booths in that
there is an email interest list and board members
hand out SWAG and answer questions. At the
parking lot booth, we sell kettle corn and hand out
SWAG. These two booths show that our club has
professional intentions but our members also like
to socialize and have a good time.
BUSINESS COUNCIL
We recently created a Business Council representa-
tive director role in order to have a more active role
in the meetings. Our representative takes thorough
notes each meeting and reports back to the Exec-
utive Board. Business Council meetings are a great
way to stay on the same page as other OCOB clubs
and events. We look forward to the Leadership
Conference in a few weeks!

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Outreach//Pr//graphic design
1 2
3
1 The new promotional AMA video is a first. It allows
interested students as well as members to get a glimpse into
what AMA is all about and the opportunities it can provide.
It’s a great way to advertise our club using modern marketing
tactics.
2 One simple addition that we made this year was the
creation of our vinyl banner. This large, 6 foot tall banner
proved to be very useful for new members to find the club
meeting. It was also useful for our info booths and during club
showcases. The banner is now also a photo-opp hit!
3 In order for the Cal Poly chapter of the American Marketing
Association to be taken seriously by the community and
businesses we solicit for Corporate Promotions/MCC, it was
time to enhance our brand image. Last year was our first year
to have business cards for board members. We decided to
continue this practice this year to maintain professionalism.
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