University Graphic Systems

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