Francisco Hernandez Brittany Hagans Travis Sapp

James Innabi Koi Eichenberger Ahmad Abueohawa

Client: Amy Nevarez Via: Professors Brusselle's GPS Center

Advertising Class

Facts

• Students at Chaffey College: Est. 20,000

• 8 Units per student

• Student perception; 2 years at Chaffey

• Reality: 7-8 years to transfer or graduate

Chaffey Students

• Created: 2014• First Location: A.D Building• Second Location: L.A.

Success Center• Current Location: VSS-111• Advertisement To Date:

Flyers, Chaffey Website, Orientation, Admissions reroutes students

• Other Locations: Chino, Fontana Campuses

GPS Center

Current Services Offered:

• Abbreviated Ed Plan

• Registration

• Unit Load Planning

• Navigate Mychaffeyview

• Review Major Requirements

• Degree Audits

• Scholarship Information

• Answer Questions

• Other Resources

GPS Objectives:

• Raise Student Awareness

• Bring in Students

• Student Success

• Create/Implement Survey

• Emotions to be Conveyed:

• Confidence

• Content

• Happiness

• Thankful

-S.W.O.T. ANALYSIS-

Strengths Weaknesses Opportunities Threats

SWOT Analysis Internal Controllable: External Controllable:

Weakness: Threats:

Leverage:

Problem

Vulnerability

Constraint

Strengths: Opportunities:

• Emerging and Developing Technology

• Demand for quick/convenient counselling

• Unserved Students • Majority of Classes being offered

at the Rancho Campus. • Open Rooms/Buildings

• Counseling • Walk-Ins • Same resources as regular

counselling dept.• Multiple Counselors (also act as

representatives)• Creating Ed. Plans• Access to computers• Access to funds

• Competition/Locations (Other G.P.S. Centers, Counselling Dept.)

• Weather stopping students from coming in

• Construction • Blackouts • Dissatisfaction ( Negative W.O.M.) • Demographic Communication

Preference

• Student awareness • Location of building • Promoting services • Taking full advantages of available resources • Name • Presence on Chaffey website• No identity (Logo, Slogan, etc.)

Strengths: Counselling • Students are seen on a walk-in basis

•Main counseling department only accepts appointments , which is inconvenient for students who have limited time

•GPS counselors are equally competent and constructive as regular counsellors

Strengths: Resources

• Access to important and information & data.

-Begin Ed plans, navigate Mychaffeyview, register for classes etc.

• Access to multiple resources (Same resources that are used counseling)

-Chaffey’s database, schedule of classes, ability to set up workshops, funds, networks, degree audits.

Strengths: Staff

• Multiple Counselors:

• To attend a high volume of students

• Maintain a productive work environment

• Act as representatives of the GPS Center.

• Visit Classrooms and spread awareness of the services that are offered

Strengths: Computers • Attract Students to come in, as library and other computer

labs often reach capacity.

• Act as tools for counselors to fully assist students as best as they can

• Students can be asked to take surveys after use, to gather information such as satisfaction, dissatisfaction, demographics, and recommendations.

Weakness: Student Awareness • Students are unaware of what the GPS center is and the

services that it provides.

• Survey Results:

Weakness: Location • Secluded from the center of the campus which has the most foot

traffic

• Hidden away in the lower part of the campus.

• Only small signs are give students directions on how to get to the GPS Center

• Main Counselling building is a large glass two story flashy building

• Survey findings:

GPS Center

Counseling Department

Weakness: Print Advertisements • Blend in with other print ads from multiple Chaffey

Departments

• Absence of colors

• Placement is not in students reach or view.

Weakness: Organizations Name• Faculty and Students alike have expressed mix emotions

towards the name “GPS”

• If students do not know what the acronym stands for, they would not know what GPS is or does.

• Other buildings and departments names are direct, such as the bookstore, Panther Café, Center for the Arts, Student Services, etc.

• Guiding panthers to success center is a bit lengthy for a name of an extension of the counseling department

Weakness: Online Presence

• Minimal information on Chaffey College webpage.

• Included is a phone number and a room number

Opportunities: Capture Emerging and

Developing Technologies • Social Media

• Instant Communication

• Recent study shows that 99.5% of college students own a mobile phone

• 74% of students mobile phones are smartphones

Opportunity: Demand for quick & convenient Counseling

• Students are both limited on time, and want to make the most of their time.

• Survey results:

Opportunity: Unserved Students

• Students seek crucial information and services

• There will continuously be a wave of unserved students as new semesters begin with new and returning students.

• Survey findings:

Opportunities Continued

• Majority of Classes being offered at the Rancho Campus

• This means that most students would visit the Rancho GPS center even if they live in areas near Chino and Fontana.

• Openings around the campus for relocation

Threats: Cannibalization

• The process of multiple divisions competing with each other under the same organization (Chaffey College)

• The counseling department, Chino GPS, Fontana GPS, and Rancho GPS are all targeting the same market; unserved students.

Threats: Shifts in Demographic Communication Preference

• As previously mentioned there are high percentages of mobile and smartphone usage among college students.

• Common Knowledge that the Millennials have highest consumption of modern technology.

• 83% of Chaffey College’s Students are millennials

• If trends are not carefully observed, changes in millennials favored communication channels could harm the GPS Center, and their Advertising Objectives.

Threats Continued • Heat, strong winds, and heavy rain

cause students to become idle, and stop them from coming in for days at a time

• Construction around the building can give students the impression that the GPS Center is temporarily closed or terminated

• Blackouts would indefinitely bring productivity to a halt as there would be no power.

• Student dissatisfaction could lead to negative word of mouth and stop other students from visiting the center.

Advertising Objectives Advertising StrategyAdvertising Tactics

Target Audience

• Current Students

• Will be the biggest challenge

• More focus will be placed on bring in current students

• Incoming Students

• Easier to bring in for Ed plans and counseling.

Positioning

• Print Ads

•Web Presence

• Social Media

• Chaffey App

• Videos

• Chaffey Electronic Board

• Representatives

• Chaffey Radio Station

Recommendations:Incentives

• Express Lines on Campus

• Discounts on & off Campus

• Campus Sites: Bookstore, Panther Café, Panther Express, Admissions and Records

• Off Campus: Mountain Mike’s Pizza 15% off and $3 Medium Cheese Sticks

-Offered to coordinate same discount with their Chino and Corona Locations & set up an all day fundraiser where 3)% of the proceeds would be sent back to GPS

• Brake Pros: 15% off brakes and other services

• Students Love Pizza & 29,000 students purchased parking permits last semester

Recommendations:Social Media• Create social media presence through Facebook, Twitter,

Instagram, & YouTube

• Allows GPS to interact with students instead of relying on them to come in

• Promote services and events

• No cost advertising

• Have students post with the hashtag GPS, for a refreshment or snack.

Recommendations:Social Media

Memes

• Create “Memes” that students can share with classmates

• Spread Awareness

• Amusing

• Informational

• No cost

Recommendation:Capture All Students

• Capture new and returning students

• Continue to begin Chaffey College “Check-List” at local high schools

• New Semesters create students who seek to update their Ed Plan and change majors.

Recommendations:Advertise Near Parking Lots/Bus

Area• 29,000 Students purchased parking permits last year.

• Does not include visitors, or one day pass drivers.

• Students often get dropped off at parking lots

• Omni Trans Bus transports thousands of students daily.

• Bus routes run every hour

Recommendations: Create Identity

• Creates Value

• Share Core Values

• Adopt Logo

• Communicate Mission Statement

• Adopt Slogan

• Real fast, real quick, real simple

• Counseling on your time

• If you feel lost, use GPS

• For GPS, go to VSS

• For help finding your way through college

• Be prepared for every bump in the road

Recommendations:Advertise in Library

• 79 computers in the Chaffey Library

• Used by hundreds of students daily

• Can set an image as wallpaper to promote GPS Services and Events

• Open 7 days a week

Recommendations:Create Web & Mobile Presence

• Create webpage for Chaffey website

• Add links for counseling web page

• Create GPS section on Chaffey App

• Send text messages, email mails, and voicemails to students to remind them of GPS and the services that can be utilized

Recommendations:Building Renovations

• Request renovations

• Paint

• Repair any damages

• Clean up building/ Maintenance

• Place banner/logo on building

• Students can recognize the GPS Center

• First building seen when entering campus

GPS Center

Recommendations Continued:

• Implement chat system; Video, instant messenger

• Allows students and counselors to have productive meetings virtually

• Have a recorded message on the counseling departments phone line to reroute students to GPS center

• Create surveys to be taken by students to receive feedback and recommendations for continuous improvement.

• Send GPS representatives to classrooms to spread awareness

• Advertise on Electronic Billboard on corner of Haven and College Drive

• Name Change

• Simple, direct, and informative.

• Student Resource Center (?)

• Counseling Express (?)

Questions? Comments?

Sources• Web (?)

• Brusselle Notes

• Ad Book

• New Partners

• Gio and Aubrey

• Other Guest

• Amy & Counselors

• Other (?)