The Marketing Club had previously become a chapter of the American Marketing Association (AMA) in hopes of improving workshop quality and member retention, but what happened was the opposite. Partnering with the AMA meant the student membership price rose from free to $50 annually, and marketing workshops and events took much longer to put together.
Blanchette decided it was time for a change.
He started by working with the Club’s executive team to establish core values and a mission statement to guide short- and long-term planning. Their new mission, put simply, is to bridge ideas and power execution.
“This meant we were going to strive to identify the gaps students have in their marketing experience along with the ideas and creativity they bring to the table, and we would do our best to fill those gaps and provide a platform for those ideas to become something extraordinary,” Blanchette said.
Then the executive team established three committees within the club, to which each member is assigned upon joining the organization. Committee assignments ensured club member involvement and problem solving by each committee group.
“As soon as a new student comes to a meeting, we get their email and put them on a committee where they can start researching companies to speak at events or start writing social media posts,” Blanchette said. “It’s an immediate value add to your resume.”
In an attempt to rebrand the stale club, Blanchette and team invited students to participate in a logo challenge, where IUPUI students could submit designs for an official Marketing Club logo.
“Being collaborative and working with fellow students outside the classroom leads to other big opportunities,” Blanchette said. “You don’t have to be a 4.0 student that has 50 job offers to make something happen through Kelley. It goes to show that your Kelley experience is what you make of it.”