University Graphic Systems

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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
Page 1 and 2: University Graphic Systems Public R
Page 3 and 4: EMILY DETWEILER EDUCATION BACHELORS
Page 5 and 6: Client Tracking Log 1/12/2016 Email
Page 7 and 8: Client Action Plan website to give
Page 9: Updated Client Action Plan Situatio
Page 13 and 14: Updated Client Action Plan to solid
Page 15 and 16: Elevator Pitch The University Graph
Page 26 and 27: Work Samples: Instagram Examples of
Page 28 and 29: Work Samples: Emails
Page 34 and 35: Work Samples: Press Releases • Ba
Page 39 and 40: Work Samples: Timeline ASI Candidat
Page 41 and 42: Work Samples: Survey & Data
Page 47 and 48: Client Evaluation
Page 49 and 50: Individual Final Evaluation Emily D
Page 51: Individual Final Evaluation Kylie E

University Graphic Systems

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