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