University Graphic Systems

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