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SportsBusiness ClubStrategic Plan2017-2018April 72017This strategic plan outlines the history of the Sports Business Club, its beliefs, values, and day-to-dayoperating procedures. The plan has been crafted in order to provide insights into the management ofthe Sports Business Club for the 2017-2018 academic year.Authors:Alan McGlone – email:alanmcglone12@gmail.comJustin Lucker – email:jlucker23@gmail.com
1Sports Business Club Executive Summary and Strategic PlanContentsOrganizational Background Information . 2Executive Board and Organization Composition . 3Executive Board Members and Roles: . 3-7Member Breakdown . 8Active Membership Growth . . .9Organizational Flow Chart . 10Organizational S.W.O.T Analysis . 11Organizational Vision, Mission, and Values . 12Event Exploration . .13-14Company Involvement . 15
2Sports Business Club Executive Summary and Strategic PlanOrganizational Background InformationThe Penn State Sports Business club was founded in the Fall of 2011 at the University Park campus. The founding President RyanZemke felt that Penn State students should have an organization to meet the demand from students who want a career in thesports industry. The original goal was for students to have access to networking and guest speaker engagements within theindustry. Over the past six years the club has expanded its focus towards hosting more engaging events and opportunities formembers. The ultimate goal is for members to learn skills from the classroom, develop them through club events, and apply theseskills towards the pursuit of future internship and job opportunities within sports or related fields.The Executive Board makes up the leadership for the organization. At the founding of the club, the officer positions were President,Vice President, Treasurer, and Secretary. The club has expanded and specialized into specific officer positions and committees tobetter organize, plan and execute the club’s goals. The Webmaster/Athletic Director, Marketing Chair, Professional DevelopmentChair, Special Events Chair, THON Chair, and THON Vice Chair positions now exist within the club’s Executive Board and serve vitalroles to the club. The Marketing Chair, Professional Development Chair, and THON Chair each lead small committees which helpsthem meet their strategic goals while allowing more members of the club to get involved.The Sports Business Club has attributed its success to providing a welcoming environment for members to engage with likeminded students and professionals to develop business skills, all while creating lasting relationships through the power of sports.Despite the pre-existing demand for networking in the sports industry, there were no student organizations available to meet thatneed. The Sports Business Club came into existence to satisfy interest that was not prioritized within the Smeal course curriculum.We aim to provide students with knowledge of relevant technical and social skills that can be directly applied to the sports industry.Moving forward, we are looking to provide more opportunities for members to make meaningful connections that will lead tofuture employment and the creation of a powerful, interwoven network of professionals and members of our club.
3Sports Business Club Executive Summary and Strategic PlanExecutive Board and Organization CompositionIn addition to the roles outlined below, the main goal for the 2016-2017 Executive Board is to execute all tasks effectively through collaboration. Wewill take all efforts to hold each other accountable, make informed decisions, provide quality feedback, and make every decision based on the needsand desires of our membership. The Executive Board member class standings and majors are reflective of the 2017-2018 Academic year.Executive Board Members and Roles:1. President: Alan McGlone (Senior, Finance Major, Economics and Psychology Minors)The primary role of the president is to guide the Sports Business Club toward its goals and ensurethat needs of members are being addressed. Specific roles include but are not limited to directingspecific marketing campaigns, bringing in guest speakers and setting up special events, organizingroom locations, and creating weekly meeting presentations. The President is also responsible forleading a cohesive Executive Board by assisting its members with tasks, creating incentives tomaximize creativity and effort, and acting as the main point of contact for any activities involvingthe organization.External Involvement: Vice President of Corporate Relations, Net Impact2. Vice President and Professional Development Chair: Justin Lucker (Senior, Marketing Major)The Vice President is second in the chain of command in our organization. The Vice President is theleader of the Professional Development Committee, where he will have a small committee selectedat the beginning of each academic year. The function of this team is to contact and developrelationships with guest speakers across a wide spectrum of backgrounds and experience. The VicePresident will guide the creation of professional development sessions that are designed to elevatemembers’ professional foundations through exposure to various applications. In addition to guiding
4Sports Business Club Executive Summary and Strategic Planthe professional development team, the Vice President is in charge of assisting other ExecutiveBoard members with tasks and event planning.External Involvement: Recruiting Operations Intern, Penn State Football3. Marketing Chair: Devin Naylon (Sophomore, Marketing Major)Our Marketing Chair is primarily responsible for promoting the club and our values to prospectivemembers and current membership. Responsibilities include designing grass roots marketingcampaigns, creating appealing posters and flyers, maintaining our social media presence, andorganizing our club’s social and fundraising events. The Marketing Chair will be the team leader forthe Marketing Committee, which will be comprised of a small group that is chosen at the beginningof each academic year. Our Marketing Chair is also the head of our club fundraising efforts, whichwill be used to provide value through conferences and special events on campus.External Involvement: PSMA Non-Profit Lead, Phi Eta Sigma National Honor Society Member4. THON Chair: Kaitlyn Vander Woude (Senior, Marketing and History Major)The THON Chair is responsible for all of our THON related activities and goals. Tasks includeorganizing canning trips, ensuring that all canners have attended a mandatory canning seminar,creating THON fundraising events, and being proactive in getting THONvelopes and THONinformation to our members. The THON Chair is also the leader of a small THON Committeeselected at the beginning of each academic year. The THON Chair also aims to drive THONinvolvement and provide a valuable THON experience for members choosing to participate.External Involvement: THON Rules and Regulations Committee Member5. THON Vice Chair: Ryan Lawrence (Junior, LER Major)The THON Vice Chair’s primary responsibility is to help our THON Chair with all of herresponsibilities, as well as managing the money that we receive through canning and fundraisingactivities. The THON Vice Chair plays a vital role in creating and executing fundraising opportunities
5Sports Business Club Executive Summary and Strategic Planfor the club, and also assists in driving THON involvement. The THON Vice Chair also ensures thatcommittee operations run smoothly.External Involvement: Director of Events for the Blue & White Society, THON OPP Committee Member6. Treasurer: Tom Kerner (Sophomore, Risk Management Major)The primary responsibility of our Treasurer is to manage all of the cash inflows and outflows of ourorganization. These include managing dues and fundraising events, as well as buying club t-shirtsand registering for conferences. Our Treasurer is also responsible for going to ASA to reimburse anyclub member for purchases made on behalf of the club. This requires knowledge of the properobject codes and the use of a purchase order form. Finally, the Treasurer is responsible formaintaining an active budget which can be accessed by our Executive Board, and will serve as aguideline in our decision making for event planning. Our goal is to analyze our cash inflows and findmore effective ways to raise funds, as well as analyzing cash outflows to find ways to cut waste andprovide the most value per dollar. The Treasurer will be transparent with our members regardingfinances.External Involvement: LionTutor, Club Basketball Member7. Webmaster and Athletic Director: Mike Reasor (Junior, Finance Major)The Webmaster and Athletic Director has the unique responsibility of presenting our organization toothers while driving involvement through sports related activities. The Athletic Director role istasked with organizing fantasy sports leagues, creating and driving intramural sports teams, andanalyzing new ways to create athletic events. The Webmaster’s primary role is the continuedmaintenance our club website (http://psusportsbusinessclub.weebly.com), which provides anupdated view of our club history, events, THON, and other opportunities. Both roles includecollaboration with the Marketing Chair to organize all information into a comprehensive location.External Involvement: Member, Phi Eta Sigma National Honor Society
6Sports Business Club Executive Summary and Strategic Plan8. Secretary: Rachel Waite (Junior, Supply Chain Major, Psychology Minor)The primary responsibility of the Secretary is to organize an effective management system formembership data. The Secretary creates a system that combines attendance data from meetingsign-ins, fundraisers, and dues. The Secretary is able to identify who within the club is an activemember, and will provide this information to the President on an as-needed basis. The Secretary isexpected to provide accurate attendance information to the Executive Board, and work alongsidethe Marketing Chair to analyze which marketing campaigns and events were successful. TheSecretary is also responsible for sending weekly emails to our members informing them ofupcoming events and meeting locations. Finally, our Secretary is responsible for creating a midsemester and end of semester evaluation surveys to gather honest membership feedback toimprove future operations.External Involvement: Cheerleader, Penn State Club Cheerleading9. Community Outreach: Sydney Eckert (Senior, Economics Major)The Community Outreach Chair’s primary focus is to create relationships and opportunitiesbetween our club members and the surrounding community. These include charity events, fooddrives, and volunteer opportunities that allow our club members to make a greater impact outsideof typical meetings and events. The Community Outreach Chair is also responsible for exploringnew outlets for our club to make an impact, as well as working alongside the Treasurer andPresident to create corporate sponsorship proposals. The Community Outreach Chair is alsoinvolved in event promotion and membership engagement to maximize these opportunities.External Involvement: THON Rules and Regulations Committee Member
7Sports Business Club Executive Summary and Strategic Plan10.Special Events Chair: Harrison Haushalter (Sophomore, Business Undecided)The primary role of the Special Events Chair is to focus on the creation, planning, and execution oflarge-scale club events that are different than weekly club meetings. The Special Events Chair willwork closely with the President and Vice President to coordinate events that draw a higherattendance and provide more networking opportunities for students. The Special Events Chair hasthe option to include club members and the Professional Development Committee for planningspecific projects, and he will work with the rest of the Executive Board to determine optimalmarketing strategies and event structure.External Involvement: Business and Society House Member, Club Cross Country Runner
8Sports Business Club Executive Summary and Strategic PlanMembership Breakdown:Organization Composition Class Standing: Our club is comprised primarily of freshman and sophomorestudents and make up a combined 66% of our active membership. This is areflection of how young our group is, and we look to create a more even mix ofstudents by focusing largely on retainment of members. Providing uniqueopportunities each semester and creating an even more inviting meetingatmosphere will be vital to retain our membership. Majors: Our club has grown into a more diversified club over the last twoyears, with a wide variety of majors represented. The top 3 majors are those inthe Division of Undergraduate Studies, Finance, and Marketing. We are heavilyrepresented in the Smeal College of Business, and some of the majors locatedin the “other” category include HM, LER, ECON, and COMM. Moving forward,we would like to continue to diversify the number of majors while focusing onthe growth of our Smeal membership.*Membership data for class standing and majors is directly taken from our attendancedatabase reflecting the 2016-2017 Academic year*
9Sports Business Club Executive Summary and Strategic PlanActive Membership Growth: The club has grown every year since its inception in 2011, and weproject that our club will continue to increase membership movingforward. This will be driven by our meeting structure, ExecutiveBoard decisions, and the creation of member value.*Includes updated information not provided in active roster information bySmeal*
10Sports Business Club Executive Summary and Strategic PlanOrganizational Flow ChartPresident: Alan McGloneVice President andProfessional DevelopmentChair: Justin LuckerMarketing Chair:Devin NaylonSecretary:Rachel WaiteTreasurer:Tom KernerSpecialEvents Chair:HarrisonHaushalterWeb master andAthletic Director:Mike ReasorTHON Chair: KaitlynVander WoudeTHON Vice Chair: RyanLawrenceMarketing CommitteeProfessional DevelopmentCommitteeTHON Committee
11Sports Business Club Executive Summary and Strategic PlanOrganizational S.W.O.T AnalysisInternal StrengthsHighly relatable to Freshman and Sophomore students, which gives us highgrowth potentialAbility to create successful large scale events, which increases credibilityQuality of Guest Speaker appearancesInternal WeaknessesLack of motivated members and issues with retainmentRelationship building between members themselves and the ExecutiveBoardLack of generating feedback and communication amongst the ExecutiveBoardExternal StrengthsWe are a niche organization that can use sports to expose students to apopular field that is not a major within SmealStrength and relationship with Penn State AthleticsAbility to attract more prominent guest speakers for eventsExternal WeaknessesOur market for members may not be as large as we thinkLocation of campus provides difficulty in attracting guest speakers tophysically visit our clubLimited budget and lack of long term relationships with some guestspeakersInternal OpportunitiesExternal OpportunitiesWe have been very team focused, and have resources to diversify the typesof meetings and speakers we present to the clubCreate mentorships within our club to promote greater bonds betweenmembersUse past event success to create and manage larger events throughoutSmeal in the futurePartnerships with other student organizations to create more excitingmeetings and combined eventsRequire less demanding fundraising requirements for active membership bydeveloping corporate sponsors for our club.Create case competitions and projects with teams and companies to drivemembership involvementInternal ThreatsExternal ThreatsPoor follow through with planning can lead to events that do not meetexpectations or maximize valueRepetitive nature of guest speaker appearances and topic relevance maylead to disengagementPredictability of meetings and their structures can cause furtherdisengagementOther outside clubs and activities may compete with our meetings andevents, which leads to lower turnoutUnpredictability of guest speakers dropping out and having effectivecontingency plans in placeSports teams and partners may not be willing or able to work with us
12Sports Business Club Executive Summary and Strategic PlanOrganizational Vision, Mission, and ValuesA. Organizational Vision:The vision of the Sports Business Club is to be a prominent Smeal Organization that provides members with a deepunderstanding of the sports industry while providing professional development in an engaging environment that leadsto success in the industry and business world.B. Organizational Mission:The mission of the Penn State Sports Business Club is to foster the growth of students’ knowledge in the sportsindustry through professional lectures, workshops, and other networking opportunities that aim to provide studentswith internships and careers in the sports industry and related fields.C. Organizational Values: Integrity: Under all actions of our organization, we will hold ourselves to the highest standards of honesty and properethical conduct. Resourceful: We strive to find creative strategies and use all available information to maximize value for our members. Determination: Our club will continue to promote the values of hard work and focused thinking that create dedicatedmembers and leaders. Accountability: We strive to make responsible decisions that are in the best interests of our members, and leadershipis expected to hold each other accountable with every decision. Empowerment: We look to empower members to make a positive difference within our club and use membership togain experiences and opportunities with career implications that they may have not been previously exposed to.
13Sports Business Club Executive Summary and Strategic Plan2017-2018 Event ExplorationHosting Events:MLB Event: Networking panel discussions between representatives from professional major andminor league baseball teams. We would like to make this event very interactive for attendees. Theideal timeframe would be towards the end of September (9/19, 9/26 are ideal dates).Sports Networking Night: Provide Smeal students the chance to attend panel discussions andone on one networking opportunities with representatives from companies in the sports industry.We aim to include more than 25 representatives from at least 15 companies, and provide studentsthe ability to attend more panels and engage in more discussions. We would aim to have this eventtowards the end of January (1/23, 1/30 are ideal dates).New Event Leads:Coaches Caravan: Create an event with Penn State Athletics Coaches to provide students with anin depth look inside the athletic program while having the opportunity to interact with coaches.Ideally this event would take place later in the Spring semester.Case Competition with Dick’s Sporting Goods: We would like to work alongside Dick’s SportingGoods to create a business case competition for our club members to participate in teams. Ideally,
14Sports Business Club Executive Summary and Strategic Planthe case competition would take place at Dick’s Sporting Goods Headquarters and also includeteams from the University of Pittsburgh’s Sports Business Association.Case Competition with Under Armour: We would like to wor
Strategic Plan 2017-2018 April 7 2017 This strategic plan outlines the history of the Sports Business Club, its beliefs, values, and day-to-day operating procedures. The plan has been crafted in order to provide insights into the management of the Sports Business Club for th
