University Graphic Systems

University Graphic Systems
Public Relations Campaign
Kylie Everitt & Emily Detweiler

University Graphic Systems
Public Relations Campaign
Kylie Everitt & Emily Detweiler

EMILY DETWEILER
EDUCATION
BACHELORS DEGREE
California Polytechnic State
University, San Luis Obispo
Fall 2014 - June 2016
Bachelor of Science: Journalism
Concentration: Public Relations
Bachelor of Arts: Art & Design
Concentration: Studio Art
SOFTWARE
Adobe
Illustrator, InDesign, Photoshop,
Dreamweaver
Microsoft
Excel, Word, Powerpoint
Coding
HTML/CSS
AWARDS
PERSONAL PROFILE
I am a creative, innovative, hard-working individual who loves to learn and develop new
skills. I have a keen eye for design, music, fashion, writing and anything where I can
explore the realms of creativity. As a Dean’s List student, graduating with two degrees
from Cal Poly, I am always striving for professional and personal growth.
EXPERIENCE
MUSTANG NEWS
Cal Poly, San Luis Obispo
Reporter January 2016 - current
• Report on current news via various platforms including broadcast, public
relations, editorial and multimedia
CENTRAL COAST PUBLIC RELATIONS
Cal Poly, San Luis Obispo
Public Relations Practitioner January 2016 - current
• Created public relations content including media kits production, social media
management and creating PR strategic analysis plans for client
URBAN OUTFITTERS
San Luis Obispo, California
Team Leader July 2013 - current
• Merchandised new products in the women’s department
• Trained new hires in loss prevention, customer service and store controls
• Assisted in production flow of new materials
Dean’s List
Fall 2012, Fall 2014,
Spring 2015, Fall 2015
HABERDASHION
Writer April 2015 - January 2016
• Wrote articles on upcoming fashion trends and news events
• Curated music and photographed events for news stories
San Luis Obispo, California
edetweil@calpoly.edu
805.807.8512
CONTACT
CAL POLY STUDY ABROAD
London, England
Social Media Representative June 2015 - August 2015
• Photographed the Cal Poly Study Abroad in London participants and landscapes
across England for the Cal Poly Study Abroad Instagram page and website
• Produced and filmed a video representing the trip for the Cal Poly Study Abroad
website
wix.com/emilydetweiler11
linkedin.com/in/emilydetweiler11
BRIAN GRANGER
Fashion Consultant January 2015 - June 2015
• Shopped online and in-store as a personal stylist
San Luis Obispo, California
www
@emily_detweiler
calpoly.edu/~edetweil
SAN LUIS OBISPO MUSEUM OF ART
San Luis Obispo, California
Intern September 2014 - January 2015
• Promoted upcoming events by generating advertisements locally and online
• Created online calenders
• Filed, organized and conducted receptionist duties

K
E
KYLIE
EVERITT
EDUCATION
California Polytechnic State University
-Expected graduation: Spring 2017
-Major: Journalism (Public Relations)
SKILLS
Adobe
-InDesign
-Illustrator
-Photoshop
-Premiere
-Dreamweaver
Microsoft
-Word
-Power Point
CONTACT
in
Writing
-news content
for both print and
broadcast media
-public relations
content including
media kit production,
social media
management and
creating PR strategic
analysis plans
kylie.everitt@gmail.com
www.linkedin.com/in/kylie-everitt-bba882a1
(805) 750 0723
kyliejayeeveritt
PROFESSIONAL PROFILE
I strive to work creatively, boldly and kindly with others and as an individual.
My professional interests are divided among conceptualizing
and executing both innovative design and writing. I am capable of producing
content for strategic public relations plans, broadcast and print
media, as well as, graphic design.
EXPERIENCE
Warner Brothers Records- I shadowed the promotions, marketing,
merchandise and publicity departments at Warner Brothers Records in
Los Angeles, California. (Summer 2014)
RBMM Intern- I was selected to work as an Intern at RBMM design
agency located in Dallas, Texas. I worked on collaborative branding projects
with the Richards Group Advertising Agency. (Summer 2013)
Richards Group Intern- I participated in meetings and client conferences
dealing with personal branding including companies such as,
Chick-fil-a, The Home Depot, Dodge, and FIAT. (Summer 2013)
Verynice Design Studio Intern- I interned at a design company that
specializes in business strategy and pro-bono design services. I worked
on branding projects including design for the web and print. (Summer 2015)
Wondros Intern- I interned at a production company that works with
artists in the music industry, commercial brands as well as, philanthropic
organizations. I assisted the editorial department during the film
production. (Summer 2015)
Mustang News Designer- I currently work as a designer for Cal Poly’s
on campus newspaper. I help edit and layout the paper in addition to
working with the advertising department. (Fall 2015 - present)

Client Tracking Log
1/12/2016 Email 1 hour
1/14/2016 Meeting with Ken 1 hour
1/21/2016 Email with Lauren 1 hour
1/22/2016 Research 1 hour
1/28/2016 Meeting with Lauren 1 hour
2/2/2016 Research Client Action Plan 2 hours
2/3/2016 Meeting with Lauren 1 hour
2/7/2016 Research Printing Companies Social Media Outlets 3 hours
2/7/2016 Wrote Mock-Up Press Release 1 hour
2/8/2016 Wrote Mock-Up College Email 2 hours
2/10/2016 Emails with ASI 2 hours
2/15/2016 Drafting Department Emails 2 hours
2/18/2016 Meeting with Lauren 1 hour
2/20/2016 Prep for ASI Meeting 2 hours
2/25/2016 Meeting with Lauren 1 hour
2/29/2016 Develop survey 2 hours
3/1/2016 Email back departments/make excel sheet with contact 2 hours
3/2/2016 Put out survey/write press release for Career Services 3 hours
3/3/2016 Meeting with Lauren 1 hour
3/3/2016 Meeting with ASI 1 hour
3/4/2016 Meeting with Lauren 1 hour
3/7/2016 Work on Powerpoint Presentation 3 hours
3/8/2016 Work on Binder 3 hours
3/10/2016 Meeting with Lauren 1 hour
3/16/2016 Swag Bag Drop Off 1 hour
Total
40 hours

Client Action Plan
Situation Analysis:
Our client this quarter is Cal Poly’s Graphic Communication Department. The department has
expressed their need for promoting the University Graphic Systems office on campus. Our campaign
will be focused on bringing more awareness about what the facility can provide for students,
the campus and for the community at large. Overall, we hope to increase recognition of
UGS and generate more revenue through establishing lasting relationships with potential returning
clients. We will be focused on targeting the different departments as our primary outreach
focus. We hope to get each department on campus involved by providing services for their specific
needs. We hope to create promotion opportunities that would appeal to different departments
and the students affiliated with them. If we can start with department outreach, we predict that
we will help spread awareness to the entirety of the campus instead of only the students involved
in GrC or Journalism who pass by the office. We want to emphasize the quality, convenience, and
the student hands on experience that comes from continuous business provided by UGS clients.
Theory:
The theory we will keep in mind is the Framing Theory. This theory is applicable to our campaign
because it will help establish a lasting relationship with UGS social media followers.
Goals and Objectives:
The three main goals of this campaign include increasing customer base and loyalty in addition
to the overall awareness of the University Graphic Systems Facility on Cal Poly’s campus. Listed
below are some of the objectives we hope to achieve over the course our campaign.
Increased Campus Involvement
Due to the fact that many students here on campus are unaware of the facility we are planning
on targeting individual departments with promotional opportunities in order to gain a larger
customer base. We also hope to get involved with campus organizations such as ASI and Career
services who appeal to a wide range of the students at Cal Poly.
Website/Social Media Development
UGS already has an established social media presence on facebook, instagram and twitter in
addition to a current website. However, one of our objectives includes helping them update their
website, formulate potential posts for the future and focus on the aesthetic. Because the facility is
predominately focused on creative projects, it is important to emphasize some of the creative student
projects that are printed through UGS. We want to post some of these featured projects on
social media outlets to not only showcase students and their work but to engage a broader public
through aesthetically pleasing photo posts. These work samples could also find a great spot on the

Client Action Plan
website to give a creative component in addition to informational content.
Implementation of Marketing Promotions
We are teaming up with the UGS Marketing team on helping them with their swag bag campaign.
We also are hoping to build their network with the campus’s departments. If we can connect with
departments and determine what projects can utilize the UGS facility we could provide promotional
opportunities to the faculty, staff and students involved. We also hope to reach out to career
services and ASI to see if their our any events that could potentially make use of UGS services.
Target Publics:
For our campaign, we are looking to appeal to department chairs who are able to make the decisions
on where their printed materials are produced. Once we reach out to different departments,
we are opening the doors to our next target audience; the students. We also are aiming to acquire
ASI and Career services as other major UGS clients. These on campus organizations could establish
a customer loyalty for the years to come and also continue to spread awareness among the
student body.
Key Messages and Themes:
One of the messages we would like to emphasise when reaching out to our publics is the fact that
the University Graphic Systems facility is run by students for the students. This is the paradigm of
Cal Poly’s learn by doing model. This student run operation is not only an educational experience
for the employees of the business, but should also appeal to its customers because enthusiastic
students are looking for ways to utilize their skills and produce quality work. Another message we
would like to highlight within our campaign is the fact that design assistance and advising can be
provided through UGS. Student employees at UGS can help students and other potential clients
looking for design assistance. This component is something that many printing facilities do not
offer.
Strategies, Tactics and Tools:
One of the primary strategies UGS will use is to increase customer base and loyalty through
campus affiliated programs, departments and clubs. Because UGS has yet to reach out to every
department on campus, clubs on campus, or ASI, this would be a great opportunity to bring
awareness of UGS on campus, as well as increase their revenue. We will be working with the UGS
Marketing team, specifically Lauren Klammer, specifically with their “Swag Bag” project, which
was created in order to give campus departments incentive to utilize their printing company. We
also plan on using a loyalty program as a strategy to keep students and faculty to keep printing at
UGS. This will give incentive to keep printing there, and overall bring more customers.

Client Action Plan
Another strategy we plan on using is increasing UGS’s social media presence. We want to give potential
followers and customers a reason to follow the UGS page. We plan to incorporate coupons
and updates on design work that the UGS facility is creating. We want people to know what they
are creating, so they have a visualize of what their projects can look like to.
Methods for Evaluation:
Our methods of evaluation include analyzing the number of new clients that UGS has acquired
after the implementation of our PR campaign. We hope to see an increase in the awareness of the
business in addition to a growth in revenue. generated. In addition, we want to see if their is an
increase in the number of returning customers who continue to use UGS as their printing facility.
Timeline:
• Research departments who will utilize UGS the most 1/30-2/5
• Reach out to these departments 2/6
• Take part in SWAG BAG delivery ? (need to work with Lauren Klammer)
• Develop social media plan 2/8
• Write press release and send to CLA (to be incorporated in monthly newsletter) 2/11
• Meeting with ASI to gain their loyalty 2/14
• Meeting with Career Services 2/16
• Initiate social media plan 2/28
• Make mockup advertisements for UGS (potentially for Mustang News) 1/2
Budget:
• Currently, the University Graphic System has $500-$600 to spend this quarter. This money is
to be used primarily on advertising.
• T.V. ads (U.U. digital screen ads)
• Radio Ads
• Mustang News
• New Times
References:
Ken Macro: kmacro@calpoly.edu Graphic Communications Department Chair
Lauren Klammer: marketing manager.ugs@gmail.com University Graphic Systems Marketing
Manager

Updated Client Action Plan
Situation Analysis:
Our client this quarter is Cal Poly’s Graphic Communication Department. The department has
expressed their need for promoting the University Graphic Systems printing facility on campus.
The campaign will be focused on increasing more awareness about what the student run business
can provide for students, the campus and for the community at large. Overall, UGS hopes
to increase recognition of their services and generate more revenue through establishing lasting
relationships with clients who will likely return for more business. UGS will be targeting a handful
of departments, clubs, on campus organizations and students as their primary outreach focus
of this campaign.
We hope to start the initial department outreach by selecting a variety of departments on campus
that would utilize printing services regularly for projects. We also hope to expand UGS’s relationships
with on campus affiliates like Associated Student Inc. and help solidify long term business.
In order to engage our target publics we are working to create promotional opportunities that
would appeal to not only different departments but clubs and the overall student body.
It is important that the main focus of this campaign to help reach the overall goal of generating
more revenue and long term clientele for UGS. However, it is important to note that UGS competes
for business with the Library Print and Copy on campus as well. One of the messages UGS
needs to highlight is the idea that it is a professional business run for the students by the students.
UGS needs to leverage business opportunities with on campus clients and increase awareness that
will in turn lead to more revenue. We want to emphasize the quality, convenience, and the student
hands on experience that comes from continuous business provided by UGS clients.
Theory:
The theory we will keep in mind is the Framing Theory. This theory is applicable to our campaign
because it will help establish a lasting relationship with UGS social media followers. This is one
way we can help generate excitement and engagement with students on campus.
Goals and Objectives:
The three main goals of this campaign include increasing customer base and loyalty in addition
to the overall awareness of the University Graphic Systems Facility on Cal Poly’s campus. Listed
below are some of the objectives we hope to achieve over the course our campaign.
Increased Campus Involvement/Awareness
Due to the fact that many students here on campus are unaware of the facility we are planning
on targeting individual departments with promotional opportunities in order to gain a larger

Updated Client Action Plan
customer base. We also hope to get involved with campus organizations such as ASI and Career
services who appeal to a wide range of the students at Cal Poly.
Website/Social Media Development
UGS already has an established social media presence on facebook, instagram and twitter in
addition to a current website. However, one of our objectives includes helping them update their
website, formulate potential posts for the future and focus on the aesthetic. Because the facility is
predominately focused on creative projects, it is important to emphasize some of the creative student
projects that are printed through UGS. We want to post some of these featured projects on
social media outlets to not only showcase students and their work but to engage a broader public
through aesthetically pleasing photo posts. These work samples could also find a great spot on the
website to give a creative component in addition to informational content.
Implementation of Marketing Promotions
We are teaming up with the UGS Marketing team on helping them with their “Swag Bag” campaign.
We are aiming to build their network with the University’s clubs and departments. If we
connect with departments and determine what internal projects would need a printing facility
like UGS, we could provide promotional opportunities to the faculty, staff and students involved.
Additionally, we hope to reach out to career services and Associated Student Inc. to see if there
are any events that could potentially make use of UGS services.
Target Publics:
For our campaign, we are looking to appeal to department chairs who are able to make the decisions
on where their printed materials are produced. Once we reach out to different departments,
we are opening the doors to our next target audience; the students. We also are aiming to acquire
ASI and Career services as other long term UGS clients. These on campus organizations could
establish a customer loyalty for the years to come and also continue to spread awareness among
the student body.
Key Messages and Themes:
One of the messages we would like to emphasise when reaching out to our publics is the fact that
the University Graphic Systems facility is run by students for the students. This is the paradigm of
Cal Poly’s learn by doing model. This student run operation is not only an educational experience
for the employees of the business, but should also appeal to its customers because enthusiastic
students are looking for ways to utilize their skills and produce quality work. Another message
we would like to highlight within our campaign is the fact that design assistance and advising can

Updated Client Action Plan
be provided through UGS. Student employees at UGS can help students and other potential
clients looking for design assistance. This component is something that many printing facilities
do not offer. Lastly, convenience and competitive pricing is something we would like to
highlight when promoting UGS in our public relations campaign.
Strategies, Tactics and Tools:
One of the primary strategies UGS will use is leveraging on campus organizations through
campus affiliated programs like ASI and Career Services in addition to departments and
clubs. Because UGS has yet to reach out to every department on campus, on campus clubs,
or University Organizations, this would be a great starting point to help increase their presence
among students. We will be working with the UGS Marketing team, specifically Lauren
Klammer, on their “Swag Bag” project, which was created in order to give campus departments
and clubs incentive to utilize their printing company.
The Swag Bags are a promotional packages that could be used to market clubs and departments
on campus. We also plan on using a loyalty program as a strategy to keep students and
faculty utilizing UGS. These promotional discounts along with the locational convenience
and fair pricing, enhance incentive for students to select UGS over its competitor, Cal Poly
Print and Copy located in Kennedy Library.
Lastly, another strategy we plan on focusing on increasing UGS’s social media presence. We
want to give potential followers and customers a reason to follow the UGS page. We plan to
incorporate coupons and updates on design work that the UGS facility is creating. We want
people to know what they are creating, so they have a visualize of what their projects can look
like to.
Strategy 1: ASI Outreach
Tactics
Reach out to the person who is in charge of facilitating the print projects for events and
campaigns associated with ASI. (Michelle Crawford, Assistant Director - ASI Programs &
Government Affairs)
Obtain contact information for future networking
Initiate relationship through meetings and discuss collaboration options and gain insight on
ASI’s current printing operation
Strategy 2: Contact List, Email outreach, Press Releases
Tactics
Create a excel document where the contact of each department and the chair head are made
easily accessible and can be used on mail chimp to send out email updates with press releases,
promotions and general information about UGS
Initiate department, and organizational networking through sending emails with a press

Updated Client Action Plan
release about UGS in order to establish meetings.
Create press releases that can be sent to the email contact list we create. Press releases will cover
career fair promotions, swag bag release, loyalty programs and general information about University
Graphic Systems.
Strategy 3: Update Social Media With Suggestions
Tactics
We have created a document with suggestions of posts that would highlight the work of the students
that use UGS. The facility itself is not exciting, but the projects it produces are one of a kind.
Everything ranging from design projects created in graphic communications classes to labels for
industrial technology courses, should be showcased regularly. The aesthetic of the projects should
be featured to propell the growth of UGS’s social media platforms with modern, artistic, content
curation.
Strategy 4: Obtain Data Through Awareness Survey
Tactics
We created a survey to assess how many students have a general knowledge of UGS. We used
google forms to upload and track our survey questions and results. To get people to initially
participate, we posted the survey on the Cal Poly class walls. The survey allowed us to track what
majors were aware or have used UGS in the past, as well as what ways would drive them to use
the facility in the future. This general information could be used by UGS to create promotional
and discount opportunities in the future.
Strategy 5: Promotional Suggestions
Tactics
We advised to implement a promotional discount during the week leading up to the career fair
and team up with career services to help spread the word through sending out email blast to the
all students and faculty with calpoly.edu emails. The email would advertise the the promotional
package that would include a certain number of professional business cards, resumes and cover
letters all for a discounted price. Students would need to show their Cal Poly I.D. and come into
University Graphic Systems before the career fair begins. This would help spread the word about
the facility, get different departments involved by appealing to all majors at the university and
equip the students with quality professional print materials.
Have a booth at Open House to promote UGS at the resource fair to offer promotional discounts
and opportunities to incoming students.
Methods for Evaluation:
Our methods of evaluation include analyzing the number of new clients that UGS has acquired
after the implementation of our PR campaign. We hope to see an increase in the awareness of the
business in addition to growth in the overall revenue generated over the next year. If we are able

Updated Client Action Plan
to solidify client connections that will have a long lasting connection with UGS, our campaign
will be considered a success. We want to leverage the networking opportunities UGS has here
on campus with on campus organizations. If we obtain Career Services and ASI as a partner, we
will be able to measure our success by obtaining these long term accounts for UGS. Additionally,
we recommend the implementation of another awareness survey like the first one we created, in
order to measure how many students know about the facility after the course of a year.
Timeline:
1. Research departments who will utilize UGS the most. 1/30-2/5
2. Reach out to these departments. 2/10
3. Take part in SWAG BAG delivery if done in time (need to work with Lauren Klammer). Date
TBD
4. Implement awareness survey on Google Forms. 2/12
5. Develop social media suggestions. 2/15
6. Write general information press release and send to one to CLA (to be incorporated in
monthly newsletter). 2/17
7. Promotional and discount ideation for events and target audiences. 2/20
8. Set up meeting with ASI to gain their loyalty. 2/22
9. Create and excel list of departmental and organizational contacts for emails to be sent out.
2/23
10. Initiate department meetings and UGS networking via email. 2/24
11. Create a Loyalty Program Suggestions 2/25
12. Make additional press releases for UGS to utilize after our campaign for promotional events,
loyalty program and swag bag release. 2/27
13. Begin meeting with Departments throughout the rest of the quarter.
14. Meet with ASI. 3/3
Budget:
Currently, the University Graphic System has $500-$600 to spend each quarter. This money was
already being used for the Swag Bag Campaign already set in place before our involvement this
quarter.
Total cost in Public Relations Service: $500
The fee has been waived as a pro bono service.
Open House Booth: $10.00
Total Cost: $10

Updated Client Action Plan
Open House Booth: $10.00
Total Cost: $10
References:
Ken Macro: kmacro@calpoly.edu Graphic Communications Department Chair
Lauren Klammer: marketing manager.ugs@gmail.com University Graphic Systems Marketing
Manager

Elevator Pitch
The University Graphic System facility is a convenient, student run operation capable
of producing printed materials for every student and departmental needs.
Whether it is a large or small scale project, the student employees are readily available
to help advise on design and print production. Choosing UGS as your print
production facility not only provides the students who run it with hands on experience,
but also ensures that your project will be printed with top quality and care.

Powerpoint

Work Samples: Instagram
Examples of Instagrams:
Sharpie
● includes photos of creative handdrawn images/ as well those who drew them
● unique photos of their products
https://www.instagram.com/sharpie/?hl=en
Social Print Studio
● printing company that displays the work they complete for their client’s in creative and
different ways
● graphical videos that show design work
● products/machines shown in unique angles (super up­close)
● office photos (decorated office spaces of UGS members? to show their
personality/design aesthetic)
https://www.instagram.com/socialps/?hl=en
Vista Print
●
photos of projects have the same aesthetic

Work Samples: Emails
Here are sample emails we created and sent to ten different Cal Poly departments we felt would
utilize UGS’s printing services the most. Each email includes an attached press release informing
the department chairs of the facility and how it can benefit the students and faculty in their department.
These emails sent out will initiate future networking for UGS.

Work Samples: Emails

Work Samples: Emails

Work Samples: Emails

Work Samples: Emails

Work Samples: Emails

Work Samples: Emails

Work Samples: Press Releases
• Basic Information
• Career Fair
• Loyalty Program
• Swag Bag

Lauren Klammer
Marketing Manager
University Graphic Systems
Building 26, Room 212A
NEWS RELEASE
February 22, 2016
ON CAMPUS, STUDENT-RUN PRINTING FACILITY OFFERS PRINTING AND DESIGN WORK
FOR FACULTY AND STUDENTS
Students learning by doing
San Luis Obispo, CA - February 22, 2016 - University Graphic Systems (UGS) is a student-managed,
student-operated commercial printing and digital imaging enterprise located in the
Graphic Arts Building (Bldg. 26, Room 212A) on Cal Poly’s campus. UGS is looking to expand
their customer base by promoting their services to all faculty and students within different
departments.
UGS stands for something more than just a printing and digital imaging service; it provides
the students within Cal Poly’s Graphic Communication Department the opportunity to run
their own business while gaining professional experience to prepare them for success in their
future careers.The company is run by 13 student managers with unique skill sets ranging from
marketing to bindery. These student employees provide professional, quality work for each of
their client’s individual print needs. With each completed project, the students are gaining
experiences that parallel that of the Graphic Communication Industry.
UGS’s mission is to prepare a new generation of industry leaders - one job, one skill, one team
at a time. When a client selects UGS as their print facility, they are choosing to support Cal
Poly’s learn by doing motto.

Work Samples: Timeline
ASI Candidate
Elections Forum
April 12th, 2016
Career Fair
April 13-14th, 2016
Startup Career Fair
April 21st, 2016
Open House
April 14-16th, 2016
Campus Showcase
April 16th, 2016
Offer Promotions for
Candidates for
Campaign Materials
Offer Promotions week
before as students prepare
for Career fair.
Offer promotions for students
tailored to Career Fair materals.
Resumes, Buinsess cards etc.
Place ad in Open House special edition
paper to maximize views
Set up booth at Resource Fair
during Campus Showcase and hand
out loyalty cards.

Work Samples: Survey & Data

Work Samples: Survey & Data

Work Samples: Survey & Data

Work Samples: Survey & Data

Work Samples: Survey & Data

Work Samples: Survey & Data

Contact List
Department Chair Email Sta
Art & Design Giancarclo Fiorenza gfiorenz@calpoly.edu
Business Scott Dawson (Dean) scdawson@calpoly.edu
Wine & Viticulture Benoit Lecat blecat@calpoly.edu
Architecture Margot McDonald mmcdonal@calpoly.edu
Construction Management Allen Hauck ahauck@calpoly.edu
City and Regional Planning Dandekar, Hemalata C hdandeka@calpoly.edu
Landscape Architecture Faruque, Omar ofaruque@calpoly.edu
Recreation, Parks, and Tourism Administration Bill Hendricks whendric@calpoly.edu
Food Science Jennifer Ryder jrfox@calpoly.edu
Frannie met with these already
Psychology Paige Gasser - double che pgasser@calpoly.edu ma
Math and Science Rebecca Blasing ma
Philosophy Jody Loving jloving@calpoly ma
Soukita Thipsouvanh
Career Services:
Events Coordinator
thipsouv@calpoly.edu
Michelle Crawford
Assistant Director:
ASI Programs & Government
Affairs
805-756-2324
mcrawf02@calpoly.edu
Charlotte Rinaldi
Career Services:
Assistant Director
crinaldi@calpoly.edu
805-756-2501 x1

Client Evaluation

Individual Final Evaluation
Emily Detweiler
Overall I think our UGS campaign was very successful. Kylie and I were constantly working
with Lauren Klammer, creating new ideas to benefit UGS and promote it on campus.
UGS’s main problem was that not very many students know about the facility. Most
students immediately resort to utilizing the library services because they have no idea UGS even
exists. UGS needs to get the word out to faculty and students of the services they provide, and
most importantly, inform Cal Poly that UGS is a student-run facility that will benefit graphic
communication majors and their future careers, promoting the learn by doing motto.
Kylie and I created material for UGS that will benefit them now, and in the future. We
created four different press releases that can be used for future events like the Career Fair and
when they create the loyalty program. By creating a survey and posting it on Cal Poly Facebook
class pages, we were able to gather data that shows how little people know about the facility and
how often students are using printing services. Most importantly, we came to the conclusion that
students would utilize UGS if a loyalty program was implemented, as well as student discounts.
Kylie and I were looking forward to delivering the Swag Bags to different departments on
campus, but we were unable to because they weren’t ready yet. That was the only thing that didn’t
go as planned in our campaign. Otherwise, Kylie and I were very good at updating our action
plan as the quarter passed, and remaining in contact with future clients (departments and ASI).
I think the reason our campaign was so successful was because of communication. Kylie
and I were constantly working on the campaign, as well as with Lauren Klammer. Lauren was so
easy to work with and made it very clear what she wanted from us each week, which allowed us
to reach our goals and surpass them.
Overall, working with UGS was one of the most beneficial public relations campaigns I
have created so far. Kylie and I produced a lot of material for UGS, and it was so enjoyable

Individual Final Evaluation
Emily Detweiler
working with Lauren. She was always so open to all of our ideas, which allowed us a lot of room
for creativity.
Our main goal was to create contacts for UGS, and landing ASI was an amazing accomplishment.
Having ASI as a client will generate a lot of work and income for UGS, as well as
become a marketing tool for the facility. Having a “Printed by UGS” at the bottom of every huge
poster ASI creates, will be a small way to promote their services, as well as showcase the professional
work they are creating.
As I have taken more and more public relations classes, I see myself developing into a
more strategic and educated PR student. I see myself growing and understanding how the world
of public relations works, and how important it is in society as a whole. I’m so excited that my
last campaign at Cal Poly was so successful and that I gained so much individually from it. I see
myself maturing from a public relations student, to a public relations professional, and it excites
me more than ever for the real world!

Individual Final Evaluation
Kylie Everitt
I have worked with my partner Emily Detweiler on multiple public relations projects in
the past. Without fail, we have managed to get the job done with efficiency and understanding for
one another’s busy schedules. We are able to confidently work with each other and the clients we
are assigned each quarter. We especially were enthusiastic to work within the Graphic Communications
Department on this campaign because we share a common interest in design.
Aside from our team dynamic, the overall campaign for this winter quarter went well.
Although some of the implementation aspects were not able to be accomplished due to quarterly
time constraints, we successfully laid the groundwork for UGS to network in the future and
maintain long lasting clients. Lauren Klammer, the marketing Manager of UGS was our main
point of contact for this campaign. She was very open to our suggestions which made it easy for
us to generate ideas with her and receive helpful feedback. We wanted to start connecting UGS
with the potential clients on campus so we suggested that they begin to network with on campus
organizations such as ASI to leverage the possibility of solidifying long term clients would use
printing services frequently. After meeting with the assistant coordinator of ASI, we were able to
get UGS a foot in the door for future collaboration on print projects.
We also wanted to start initiating departmental networking by researching and connecting
with departments who would utilize the facility the most. We were able to get press releases
written and sent to 10 departments, but the swag bags were not ready by UGS marking to promote
until this last week. However, I would still count our email department interaction as an
overall success because it introduced UGS to influential people who are able to help get students
and faculty involved.
The ideation of promotional opportunities and the establishment of a loyalty program
were also huge accomplishments. We talked with Lauren to start researching ways to fit promo-

Individual Final Evaluation
Kylie Everitt
tional discounts and promotions in the marketing budget. These two suggestions are critical to
engaging the students and getting them to come into the facility. We provided UGS with press
releases to use in the future when events like the Career Fair come up, so that students can be notified
and informed about these deals. We also created a survey in which provided insight on the
lack of awareness across majors on campus and how we could help get them involved with UGS
for their future project needs.
All in all, I would say our campaign was a success because it helped initiate lasting relationships
between ASI and departments on campus. We left UGS with public relations materials
and suggestions for the future to enhance their business. Hopefully, next quarter students working
with GrC will follow through with deparment networking, begin marketing the swag bags
and use our advisements on the use of a loyalty program and promotional events.