University Graphic Systems

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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
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Page 3 and 4: EMILY DETWEILER EDUCATION BACHELORS
Page 5 and 6: Client Tracking Log 1/12/2016 Email
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