University Graphic Systems

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.