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Transcript of Chaffey College Marketing and Advertising 2004 Group Projects for the Aviation Maintenance &...
Professor Thierry Brusselle &
Professor Tracy Scott
Spring 2004 Group Projects
Marketing and Advertising Consulting for the
Chaffey College
Aviation Maintenance & Technology Program
Project Objective
The objective of AeroSWOT Consulting Group is to identify areas of potential weaknesses and to address areas or concerns. It is the intent of AeroSWOT to offer solutions to key issues and present new ideas to Chaffey's Aviation Maintenance Technology Department.
Situation Analysis• Marketing plan goals
– Identify key points that will allow program to flourish– Better focus current marketing Strategies– Increase enrollment in Aviation Maintenance
Technology Program• Benefits Aviation Maintenance Technology
Program Provides– Prepares students for A & P exam issued by FAA– Classes have open enrollment every 9 weeks– Hands on experience provided
M a r k e t S u m m a r y • Male
• 18-39
• Already working or interested in Aviation Maintenance Technology field
Market Demographics
Market Demographics - Charts on the following slides represent a survey conducted by Chaffey College to determine the best time to offer aviation maintenance technology courses. Results are grouped by student age.
18-25 26-35 36-4546-55 56 and
above
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentages
Ages
Best time for student to attend morning classes before 12:00 pm
Mondaky-Wednesday % of Responses
Monday-Thursday % of Responses
Monday-Friday % of Responses
Monday-Saturday % of Responses
Monday-Sunday % of Responses
Mon. Thurs. Sat. % of Responses
Wed. Thurs. % of Responses
Best Time for Student to AttendMorning Classes before 12:00 pm
Percentage
Ages
18-2526-35
36-4546-55
56 and
Above
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentages
Ages
Best time for students to attend afternoon classes (12:01-4:29)
Monday % of Responses
Monday-Thursday % of Responses
Monday-Friday % of Responses
Monday-Saturday % of Responses
Monday-Sunday % of Responses
Best Time for Students to AttendAfternoon Classes (12:01 – 4:29)
18-25 26-35 36-45 46-55 56 and
above
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentages
Ages
Best time for students to attend Evening classes (4:30 and after)
Mon. Tues. Sat. % of Responses
Monday-Thursday % of Responses
Monday-Friday % of Responses
Monday-Saturday % of Responses
Monday-Sunday % of Responses
Mon. Thurs. Sat. % of Responses
Wed. Thurs. % of Responses
Market Psychographics
• A passion for aircraft and a desire to be employed in the aircraft industry
• The location of the Aviation Maintenance Technology Program
• To earn a competitive salary upon completion of the program
Out of 85 surveyed, the three primary reasons aviation maintenance technology students from Chaffey College, Mt. Sac and San Bernardino Valley College chose the program they entered are:
Market Needs
Aviation mechanics and service technicians held approximately 154,000 jobs in 2002. Avionics technicians accounted for one in six of these positions with 40% of technicians and mechanics working for air transportation and another 20% working in
private repair facilities.
According to the U.S. Department of Labor Occupational Outlook Handbook, 2004-05 Edition
Market Needs (cont.)
• The U.S. Department of Labor projects a 17.8% increase in general aviation maintenance and repair workers between 2002 and 2012
• The majority of mechanics learn their job in 1 of about 200 trade
schools certified by the FAA, like the one located at Chaffey College
Market Trends
• Shortage of highly skilled mechanics
• Decrease in the number of highly skilled mechanics entering the profession
• Employment of aircraft mechanics and service technicians projected to increase 7.9% by 2012
• Increase in demand for skilled mechanics that will be replacing experienced mechanics that are due to retire soon
• Rapid growth in commuter and regional airlines in need of skilled mechanics
Significant market trends are as follows:
Market Growth
• 1.1 billion passengers will be flying by 2015 compared to 641 million in 2003
• A projected 17.8% increase in general aviation maintenance and repair workers between 2002 and 2012
• Most of the job openings through the year 2012 will be required to replace the large number of mechanics expected to retire over the next decade
Source: U.S. Department of Labor Occupational Outlook Handbook, 2004-05 Edition
• Future job opportunities for aviation mechanics are contributed to the long-term trend of fewer students enrolling in occupational programs (Bureau of Labor).
– According to the Occupational Outlook Handbook, 2004-05 Edition, if this trend continues, there will be a shortage of skilled aviation mechanics needed to keep up with the air transportation when growth in the industry resumes
Market Growth
SWOTA SWOT analysis is a marketing tool used to
identify strengths, weaknesses, opportunities and threats within an organization.
SWOT
Leverage
Constraints Vulnerability
Problem
Strengths Opportunity
Weaknesses Threat
Strengths
• One of the oldest Aviation Maintenance Technology programs in California
• Over 95% first time pass rate on FAA certification Test
• Certification Attainment in 4 full-time semesters
• Open Enrollment every 9 weeks
• Modern system trainers
• AMT faculty has over 50 years combined experience in the field
Weakness
• Aviation Maintenance Technology program is not offered in the evening
• Low enrollment since 9/11• Confusing class schedule• Confusing (or nebulous) program name• Program unknown to potential students• Facility size and age
Opportunities
• 40% of current Aircraft Mechanics will be eligible for retirement within five years.
• Graduating high school students looking for a career path
• Current Aircraft employees looking for career advancement
Threats
• Mt. San Antonio College (night program offered)
• San Bernardino Valley college
• Lack of aircraft technician
• Cyclical Employment pattern
SWOT
Leverage
ConstraintsVulnerability
Problem
One of the oldest Aviation Maintenance Technology programs in California
Over 95% first time pass rate on FAA certification Test
Certification Attainment in 4 full-time semesters
Open Enrollment every 9 weeks
Modern system trainers
Aviation Maintenance Technology program is not offered in the evening Week program description in college catalogue
Low enrollment 9/11
Class schedule confusing
Program name
Program unknown to potential students
Campus located near Ontario International Airport40% of current Aircraft Mechanics will be eligible for retirement within 5 yrs
Graduating high school students looking for a career path
Current aircraft employee’s looking for a career advancement
Cyclic employment pattern
San Bernardino Valley College
Mt. San Antonio College (night program offered)
Westwood Private College
Lack of aircraft technician positions since 9/11
By 2012 there will be a 17.8% increase in the Aviation Maintenance technology field
Weaknesses Threat
Strengths Opportunity
AMT faculty has over 50 years combined experience in the field
Leverage
One of the oldest Aviation Maintenance
Technology programs in CaliforniaOver 95% first time pass rate on FAA certification Test
Certification Attainment in 4 full-time semester
Open Enrollment every nine weeks
State of the art system trainers
Campus located near Ontario International Airport
Current aircraft employee’s looking for a career advancement
40% of current Aircraft Mechanics will be eligible for retirement within 5 yrs
Graduating high school students looking for a career path
Strengths Opportunity
AMT faculty has over 50 years combined experience in the field
Problem
Aviation Maintenance Technology program is not offered in the evening Week program description in college catalogue
Low enrollment 9/11
Class schedule confusing
Program name
Program unknown to potential students
Cyclic employment pattern
San Bernardino Valley College
Mt. San Antonio College (night program offered)
Westwood Private College
Lack of aircraft technician positions since 9/11
Weaknesses Threat
Strengths
One of the oldest Aviation Maintenance Technology programs in CaliforniaOver 95% first time pass rate on FAA certification Test
Certification Attainment in 4 full-time semester
Open Enrollment every 9 weeks
State of the art system trainers
Threat
Cyclic employment pattern
San Bernardino Valley College
Mt. San Antonio College (night program offered)
Westwood Private College
Lack of aircraft technician positions since 9/11
Vulnerability
Aviation Maintenance Technology program is not offered in the evening
Week program description in college catalogue
Low enrollment 9/11
Class schedule confusing
Program name
Program unknown to potential students
Weaknesses
Campus located near Ontario International Airport
Current aircraft employee’s looking for a career advancement
40% of current Aircraft Mechanics will be eligible for retirement within 5 yrs
Graduating high school students looking for a career path
Opportunity
Constraints
Alternative ProvidersDirect Competition
• Mt. San Antonio College
• San Bernardino Valley College
Indirect Competition
• Brooks College-Network Technology
• ITT Tech-San Bernardino and West Covina Campuses
• Platt College-Ontario
• DeVry University-Pomona
Services Offered
The Aviation Maintenance Technology Program at Chaffey College offers:
• 1,900 required hours of lecture/laboratory education.• Expert instruction from the knowledgeable Aviation
Maintenance Technology faculty• Hands-on learning facility• Open Enrollment every nine weeks• Modern equipment
Chaffey college’s Aviation Maintenance Technology program prepares students to take and pass the Federal Aviation Administration (FAA) Airframe and Powerplant Mechanic Certificate test
Critical Issues
The Aviation Maintenance Technology program could be described as in a "reorganization" phase. Although the program has been presented with numerous opportunities there are also a few threats that present a level of risk. The Aviation Maintenance Technology Department has a chance to experience an increase in enrollments if it can continue to dominate “market share” and not be negatively impacted by the alternative programs in our market.
With the increasing need for skilled aviation mechanics, Chaffey's Aviation Maintenance Technology Program is well positioned in the market. Chaffey has the ability to continue to offer the highest value in training and certifying aviation mechanics which in turn allows Chaffey to take advantage of its economies of scale.
The critical issues include the following:
• Continuing to offer an Aviation Maintenance Technology program that is perceived to be a fine facility, always improving, and better located compared to the alternatives in our area.
• Attract students consisting of high school graduates, men/women already in the related field, as well as those currently involved in a close technology, such as automotive.
• Be perceived by all perspective students as a valuable institution to complement the academic experiences they expect.
Marketing Strategy
• The Marketing strategy is to include and extend recruitment analysis consisting of action planning and implementation leading to the recruitment infrastructure of the Airframe and Power plant program at Chaffey College. An enrollment plan for recruiting students, with a specific focus on Airframe and power plant. Enrollment is the major focus of this effort.
Objective of Marketing Strategy
• To collect data on student satisfaction, engagement and awareness. Provide the necessary information to conduct in depth research on student retention and success
Highlights of the plan
• Shift from exclusive marketing to public awareness. • Include enhanced opportunities. • Focus on identifying the Target market. • Focus on the value and Benefits of the program • How to improve the attributes that would attract potential
students or increase enrollment. • Maximize the use of existing resources through investing
in innovative non-traditional approaches to the delivery of instruction such as on Airport on site learning and evening classes.
Chaffey Aviation Maintenance Technology Mission
“The mission of the Chaffey college
Aviation Maintenance Technology Program, is to equip tomorrows
leaders with the skills necessary for an
aviation maintenance career”
Marketing Objectives
• Develop a night program for the Aviation Maintenance Technology Department at Chaffey college Benefiting perspective students unable to take classes during the day.
• Accomplish the goal by establishing a curriculum geared for evening instruction as well as hiring qualified instructors with as much expertise as the day instructors
• Implementation of evening program by Spring 2005
Target Markets
• Male• 19 – 39• a strong desire to work in the aviation industry and earn a
competitive salary• Single• Employed• Watches the Discovery Channel• goal is to earn certificates in Airframe and Powerplant and
possibly an Associates Degree • Does not plan on transferring to a four year university
Secondary Target Market
• Male• 20-24• Typically employed during the day
According to survey results, Mt. San Antonio College (offering day and evening courses in airframe and powerplant) has a 44.1% participation rate in the 20-24 age group whereas Chaffey (offering exclusively day courses in airframe and powerplant) has a 22.9% enrollment. This indicates that Chaffey would benefit from offering an evening aeronautics program for this target group.
Target Markets
• The following pie charts represent survey results of students currently enrolled in Aviation Maintenance Technology at Chaffey College, Mt. Sac and San Bernardino Valley College. These findings indicate the primary age group in the target market
A g e g r o u p a t t e n d i n g C h a f f e y C o l l e g e
1 9 - y o u n g e r
2 0 - 2 4
2 5 - 2 9
3 0 - 3 4
3 5 - 3 9
4 0 - 4 9
5 0 a n d a b o v e
1 9 - y o u n g e r
2 0 - 2 4
2 5 - 2 9
3 0 - 3 4
3 5 - 3 9
4 0 - 4 9
5 0 a n d a b o v e
Age Group Attending Chaffey College
A g e g r o u p a t t e n d i n gM t . S a c
1 9 - y o u n g e r
2 0 - 2 4
2 5 - 2 9
3 0 - 3 4
3 5 - 3 9
4 0 - 4 9
5 0 a n d a b o v e
1 9 - y o u n g e r
2 0 - 2 4
2 5 - 2 9
3 0 - 3 4
3 5 - 3 9
4 0 - 4 9
5 0 a n d a b o v e
Age Group AttendingMt. SAC
A g e g r o u p a t t e n d i n g S a n B e r n a r d i n o
1 9 - y o u n g e r
2 0 - 2 4
2 5 - 2 9
3 0 - 3 4
3 5 - 3 9
4 0 - 4 9
5 0 a n d a b o v e
1 9 - y o u n g e r
2 0 - 2 4
2 5 - 2 9
3 0 - 3 4
3 5 - 3 9
4 0 - 4 9
5 0 a n d a b o v e
Age group attendingSan Bernardino
Marketing Mix
• Product
• Price
• Positioning
Marketing Mix:Product
Service Mix• The Aviation Maintenance Technology program at
Chaffey College prepares students with the necessary skills to pass the FAA Airframe and Powerplant mechanic certificate tests as well preparation for a career in aviation maintenance
• This FAA approved program offers certificates for the Airframe and Powerplant curriculum and an associate’s degree in Aviation Maintenance Technology
Marketing Mix:Price
• Standard cost of Chaffey College is $18 per unit plus semester fees for health services, college services, materials, parking and books
• To graduate with an Associates Degree in Aeronautics, students are required to complete 64 units in their major plus an additional 18 units of general education, totaling 82 units. At $18 per unit, the estimated cost would be $1,476 plus college fees, books and materials
• To earn an Airframe and Powerplant mechanic certificate, students are required to complete 64 units in the Aviation Maintenance Technology Program. The cost for Chaffey's Aviation Maintenance Technology Program is $18 per unit, which equals $1152 plus college fees and books for completion of the program
Marketing Mix:Positioning
• Using product differentiation, Chaffey will position the Aviation Maintenance Technology Program as one of the oldest aviation programs in the area with the most experienced instructors, located just minutes from Ontario International Airport.
Geographic Market
• The intended use for this geographic and population information is to show a Sphere of Influence for the three Aviation Maintenance Technology Programs in the Inland Empire, and the relative overlap of the three schools. Although this is not a scientific study, the results shown are a good indication of the overall market size for such programs and, in general, will paint a picture allowing us to position our marketing campaign in the most appropriate areas. Population information was gathered from the 2000 Census, and the maps were found on Microsoft Map Point using MSN.
Geographic market:Definition of Terms
• “Sphere of Influence” designates that each program has a geographic advantages or disadvantage in the recruiting of potential students to a program. It is understood that the closer a student lives to one of the three locations; the more likely they are to enroll into that program, given that distance and ease of access to the program are one of their main decision making factors.
• The radiuses of the Sphere’s of Influence are 4 miles, 8 miles, and 12 Miles, centered on the cities of Rancho Cucamonga, Walnut, and San Bernardino
• “Held in Monopoly by”- Indicates that this city is being held in only one of the schools Sphere of Influence, whether because of distance, or ease of access to the program. This definition assumes that an individual interested in a program will pick the closest or most easily accessible program. IE An individual with an interest in participating in an airframe and powerplant program, living in Walnut CA, will probably choose to enroll in Mt. San Antonio, rather then drive to Chaffey College or San Bernardino Valley College.
Note: There is always the possibility that other factors contribute to one’s decision, and the possibility exists that a decision on college choice could be based on personal factors not known at the time of the study.
Geographic market:Definition of Terms
Geographic market:Definition of Terms
• “Held in Joint by”- Indicates that a particular city is held in more then one Sphere of Influence. This is most especially important if a city is held equidistant to two or more programs. IE The city of Chino is approximately 8 miles from both Chaffey College and Mt. San Antonio College. It is possible that an interested student could just as easily choose Chaffey College as Mt. San Antonio given the programs are equivalent to each other and that distance and ease of access to a program are the factors affecting their decision.
Cities held in monopoly by CCC
County City Population
San Bernardino Rancho Cucamonga 127,743
San Bernardino Upland 68,393
Total Population 196,136
Cities Held in Monopoly by Mt. SAC
County City Population
Los Angeles Alhambra 85,804
Los Angeles Arcadia 53,054
Los Angeles Azusa 44,712
Los Angeles Baldwin Park 75,837
Los Angeles Cerritos 51,488
Los Angeles Covina 46,837
Los Angeles Downey 107,323
Los Angeles El Monte 115,965
Los Angeles Monterey Park 60,051
Los Angeles Norwalk 103,298
Los Angeles South El Monte 21,144
Los Angeles West Covina 105,080
Los Angeles Whittier 83,680
Orange Brea 35,410
Orange Fullerton 126,003
Orange La Habra 58,974
Orange Yorba Linda 58,918
Total Population 1,233,578
Cities Held in Monopoly by SBV
County City Population
Riverside Moreno Valley 142,381
Riverside Riverside 255,166
San Bernardino Big Bear Lake 5,438
San Bernardino Highland 44,605
San Bernardino Loma Linda 18,681
San Bernardino Redlands 63,591
San Bernardino San Bernardino 185,401
San Bernardino Yucaipa 41,207
Total Population 756,470
Cities Held in Joint CCC and Mt SAC
County City Population
San Bernardino Chino 67,168
San Bernardino Chino Hills 66,787
Los Angeles Claremont 33,998
Riverside Corona 124,966
Los Angeles Diamond Bar 56,287
Los Angeles Duarte 21,486
Los Angeles Glendora 49,415
Los Angeles La Verne 31,638
San Bernardino Montclair 33,049
Riverside Norco 24,157
San Bernardino Ontario 158,007
Los Angeles Pomona 149,473
Los Angeles San Dimas 34,980
Los Angeles Walnut 30,004
Total Population 881,415
Cities Held in Joint CCC and SBV
County City Population
San Bernardino Colton 47,662
San Bernardino Fontana 128,929
San Bernardino Hesperia 62,582
San Bernardino Rialto 91,873
Total Population 331,046
Radial Maps
• Radial Maps show the individual Spheres of Influence as each relates to one another. The Radial Maps allow a visual interpretation of the physical location of the cities listed above. This information is useful as it not only shows the physical location of the cities, but also, shows major interstates and thoroughfares one might use to access each of the three programs.
Conclusions of geographic analysis
It seems evident that although Mt. San Antonio College and San Bernardino Valley College have a higher population of potential students Held in Monopoly, there is an adequate population to pull potential students from areas being Held in Joint by the three programs. From this information it has been ascertained that Chaffey College needs only to market our program to a few main cities in order to attract enough potential students to increase the size of our program.
Conclusions (cont.)Based solely on Geographic data the cities most likely affected by a marketing campaign are as follows
County City Population
San Bernardino Rancho Cucamonga 127,743
San Bernardino Upland 68,393
Los Angeles Claremont 33,998
Los Angeles La Verne 31,638
San Bernardino Montclair 33,049
Riverside Norco 24,157
San Bernardino Ontario 158,007
San Bernardino Fontana 128,929
San Bernardino Hesperia 62,582
San Bernardino Rialto 91,873
Total Population 760,369
Advertising Campaign
Creative Objectives & Strategy
specific claims integrated in advertising copy
• Can earn up to $80,000• Employment opportunities
• Airlines• Corporate aviation• General aviation• Repair stations• Defense contractors• Aircraft manufacturers• Military
Creative Objectives & Strategy
• High demand for non-aviation certificate holders• Facilities maintenance• Theme park maintenance• Power generation facilities• Heavy equipment
• 100% first time pass rate on FAA tests in Airframe & Powerplant as tracked by the FAA
• Aero Program is contacted regularly by recruiters• 90% job placement rate among graduates• Hands-on experience, certified instructors, quality
training.
Creative Objectives & Strategy
• High demand for non-aviation certificate holders• Facilities maintenance• Theme park maintenance• Power generation facilities• Heavy equipment
• 100% first time pass rate on FAA tests in Airframe & Powerplant as tracked by the FAA
• Aero Program is contacted regularly by recruiters• 90% job placement rate among graduates• Hands-on experience, certified instructors, quality
training.
Creative Objectives & Strategy
• Open summer lab.• One of the oldest aeronautics programs in California.• Certification attainment in four full-time semesters.• Open enrollment every 9 weeks.• Job placement assistance.• Campus located near Ontario International Airport.
Advertising Campaign must have:
1) Continuity & similarity between advertisements
2) Establish a consistent & recognizable image
Visual SimilarityPrint ads with the same typeface or layout format
- Makes ad quickly recognizable for customers
* Catch Phrase or Headline* Amplification of Story with “are you a skilled mechanic looking to upgrade your career* Logo on the left of ads* Logo will be proof of claim* Contact information including website* Chaffey Logo
Verbal similarityPrint ads uses words or phrases to sum up product’s benefits
- Is associated exclusively with our product- Repeating ads establishes continuity across all media vehicles used
Aural SimilarityBroadcast advertising by using same music or jingle, announcer’s voice, & sound effect(s) when applicable
Attitudinal similarityEach ad expresses consistent attitude
MediaObjectives
MEDIA STRATEGY
Prospect Identification
Must match prospects for the product with the users of a specific media
Prospects are identified in terms that are compatible with traditional media audience.
MEDIA STRATEGY
Timing
1) Media closing dates
2) Production time required for ads & commercials
3) Campaign length
4) Number of exposures desired during the product-purchase cycle
MEDIA STRATEGY
Creative Consideration
Determination made between using those media that allow the most creative execution & those that are most efficient & cost effective in reaching prospects
MEDIA TACTICS
Media Options
Print media (magazines, newspapers, flyers & directories)
Radio
Television
Out-of-Home Advertising
Direct-response & Internet Advertising
Community Outreach programs & promotions
Aero Ad ProjectGroup 2
James Biscan
Nour Fakhoury
Stacy Mikel
Jessica Morford
Robert Tinoco
Table of contents
Goals
Market Segment
Media Choice
Ads
Evaluation
Justification of our Media Choice
It offers a section easily recognized by our target market.
Able to give detailed information about the aero program.
Only delivered to the Inland Empire.
Circulation of 75,000.
The paper reaches a variety of people so we will attract interested people.
People who want a career usually look in the newspaper to find out what is out there.
Strengths· Reaches large audience.· Only distributed to local cities.· Cheaper then television ads· Able to advertise for a long period of
time.· Provide a lot of information about
this program.
Opportunities· Usually schools advertise their whole
school not just a specific program.· Opportunity for a journalist to be
interested in the program and write a feature story.
· A way to get people who may not be familiar with Chaffey.
Weaknesses· May not reach target audience.· May be too expensive to run all the
things we want to advertise.
Threats· Some people ignore ads in
newspapers.· People may not have enough time to
read the newspaper· Other papers may be more widely
popular then the Daily Bulletin.· Other forms of media that maybe
more effective.
SWOT Analysis
General Newspaper Advertising
Pros Extremely flexible as far as color, size, and space.
Can be very creative
Selectivity through special selections and targeted editions.
Easier to attract responses with coupons then other forms of media.
High reader credibility.
Cons
Newspapers contain about 60% advertisements which means more clutter.
Newspaper circulation had fallen behind population and household growth.
In many markets newspaper penetration is less then 30%.
Readership among target market (teens and young adults) has not kept pace with population growth
Advertising costs have risen more sharply then circulation in recent years.
Important InformationArrangements for the ad need to be made 3-4 days
in advance.
The ad can be submitted in the form of; pdf, disk, or e-mailed as an attachment as long as it’s not bigger than 2 megabytes.
It may also be hand carried, emailed, or faxed
Our contact was Dorothy in display advertising and can be reached at: (909) 987-6397
The prices and CPM values for the 4 different sizes of adds can be seen on the next slide.
Media Run Time
Frequency
Space
Rate Circulation in 1,000’s
CPM ($) Index
Inland Valley Daily Bulletin
1 time
1 time ¼ of a page
$1,385.14 75,000 $18.47 75,000
Inland Valley Daily Bulletin
1 time
1 time 3X5 inches
$644.25 75,000 $8.59 75,000
Inland Valley Daily Bulletin
1 time
1 time 4X6 inches
$1,030.80 75,000 $13.74 75,000
Inland Valley Daily Bulletin
1 time
1 time 5X7 inches
$1503.25 75,000 $20.04 75,000
Inland Valley Daily Bulletin
1 time
1 Sunda
y
¼ of a page
$1,399.86 75,000 $18.66 75,000
Inland Valley Daily Bulletin
1 time
1 Sunda
y
3X5 inches
$658.25 75,000 $8.77 75,000
Inland Valley Daily Bulletin
1 time
1 Sunda
y
4X6 inches
$1045.80 75,000 $13.94 75,000
Inland Valley Daily Bulletin
1 time
1 Sunda
y
5X7 inches
$1517.25 75,000 $20.23 75,000
Chaffey College gets a 40% discount off the non profit price if we run it on Monday or Tuesday. *The price is 42.95 per column inch, this is the non profit rate*
Sample Ads
Catch Phrase
Are you a skilled mechanic and looking to upgrade your career? Has machinery just always fascinated you? Then maybe you should think about investing some time in Chaffey Aeronautics maintenance and repair courses. HERE IS WHAT’S IN IT FOR YOU!
All courses FAA approved Entry level careers start at
$40,000-$80,000 a year Chaffey College has a 100% first
time pass rate on FAA tests in Airframe and Power plant, as tracked by the FAA.
Many different job opportunities with the FAA and Power plant certificate.
Experienced instructors in general aviation, general electric, American Airlines, and global maintenance experience.
All courses are transferable to a four-year university.
New aero logo will go here in this space.
¼ Page Ad
A
New aero logo will go here in this space.
Catch Phrase
Are you a skilled mechanic and looking to upgrade your career? Has machinery
just always fascinated you? Then maybe you should think about investing some time in Chaffey Aeronautics maintenance and repair courses.HERE IS WHAT’S IN IT FOR YOU! All courses FAA approved Entry level careers start at $40,000-$80,000 a year Chaffey College has a 100% first time pass rate on FAA tests in
Airframe and Power plant, as tracked by the FAA.
Many different job opportunitieswith the FAA and Power plant certificate. Experienced instructors in general aviation, general electric, American Airlines, and global maintenance experience. All courses are transferable to a four-yearuniversity.
For more information on the Aeronautics program please visit us at: http://www.chaffey.edu/aeronautics/index.html
Or for enrollment information call us at:(909)987-1737
5X7 Size Ad
B
Catch Phrase
HERE IS WHAT’S IN IT FOR YOU!
All courses FAA approved Entry level careers start at
$40,000-$80,000 a year Chaffey College has a 100% first
time pass rate on FAA tests in Airframe and Power plant, as tracked by the FAA.
Many different job opportunities with the FAA and Power plant certificate.
Experienced instructors in general aviation, general electric, American Airlines, and global maintenance experience.
All courses are transferable to a four-year university.
For more information on the Aeronautics program please visit us at: http://www.chaffey.edu/aeronautics/index.html
Or for enrollment information call us at:(909)987-1737
4X6 Size Ad
C
New aero logo will go here in this space.
For more information on the Aeronautics program please visit us at: http://www.chaffey.edu/aeronautics/index.html
Or for enrollment information call us at:(909)987-1737
Are you a skilled mechanic and looking to upgrade your career? Has machinery just always fascinated you? Then maybe
you should think about investing some time in Chaffey Aeronautics
maintenance and repair courses.
Catch Phrase
3X5 Size Ad
D
Evaluation
We handed out surveys to 250 different people to get their opinions on our four sample ads. With there help we were able to pick out which ad we felt would be the most useful in this campaign. The following is the process we used to help reach our findings.
Sample survey
Data table
Graphs
Ad Survey
1. 1.Which ad catches your eye the most?
A B C D
2.Which section do you think this ad would most likely be placed?
3. Which ad would you most likely not read?
A B C D
4.Is there an ad that gives you too much information?
A B C D
5.Is there an ad that does not give you enough information?
A B C D
6. 6.Could you please rank these four ads from the one you like the most(#1) to the one you like the least(#4)?
a 166b 26c 16d 42
Question 1
Classified 197Other 30
Events 23
Question 2
a 19b 106c 98d 27
Question 3
Question 6a b c d
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Advertising ProposalPrepared Exclusively For:
Chaffey CollegePresented By:William RochaMay 09,2004
Adelphia Profile
Facts About Advertising & The Television Viewer
Impressions: 87% of all impressions reach the mind through the eye, 5% come through the ear, 2% taste and smell. That’s why we use SIGHT, SOUND, & MOTION to reach our viewers more effectively.
Frequency Is The Key: Planned repetition of advertising is essential.
Short Memories: If you gave your idea to 100 people just one time, one day later 25% would have forgotten it, and seven days later 97% would have forgotten it.
Demographic Profile: Cable TV facilitates the selection of a programming schedule to reach specific demographic and lifestyle segments, providing a local or regional component to national television schedules.
Television reaches 98% of all US households weekly and is particularly popular with 18-34 year olds encompassing our primary target market
Why Cable? Ad-supported cable share continues to increase while broadcast declines
Advertising Objectives
Whom to advertise to: high school and college age males and females
Which geographic area: Ontario, Montclair, Upland, San Bernardino, Rancho Cucamonga, Glendora, Pomona, San Dimas, Colton, Fontana, Rialto
When to advertise: when plans are being made for Fall (upfront buying)
Duration: June 14 – August 28, 2004
Reach Your Target with these Networks
• Different Demographic Target. Comedy Central targets A25-34, which drives Comedy's highly-ranked concentration of Adults 18-49, 18-34 and 25-54.
• South Park out-delivers all cable programs among Men 12-34, and delivers the third-highest number of Adult 18-49 viewers!
• The mission of the Discovery Channel is to develop the highest-quality media content that enables consumers worldwide to discover and explore their world, satisfy their curiosity and fulfill their lifelong search for knowledge and understanding.
• Discovery Channel is the world’s leading producer and exhibitor of non-fiction entertainment, innovative programs, fresh approaches to history, exploration and an understanding of the planet we live on. Entertain Your Brain.
Reach Your Target with these Networks
• Fox Sports Net offers advertisers an unbeatable connection: the power of sports and the passion of hometown fans. With live and exclusive coverage of MLB, NBA, NHL, and collegiate sports
• FSN has an extensive catalog of quality national programming including its Beyond the Glory documentary series, 54321 and The Best Damn Sports Show Period, along with national packages of collegiate sports and NASCAR related shows.
• By positioning and packaging BET programming with other network programming, you'll find there is strength in numbers. BET provides a platform for advertisers to increase their reach of cable viewers through packaging opportunities that target age and gender-specific groups, as well as program-specific categories, such as entertainment, news, movies, music, comedy, inspirational and sports programming.
Reach Your Target with these Networks
• MTV is a singular force, a television phenomenon, that defines pop culture on a daily basis. We connect with our audience of young adults (12-34) in a way that fuels their passion for music and challenges their thinking with the kind of fresh, relevant, risk-taking entertainment found nowhere else. Our hit shows and inventive programming reach 370 million households worldwide and we're ranked No. 1 Most Valuable Media Brand in the world.
Action PlanSystem: Inland Empire Zone GroupSubscribers: 163,500Flight: June 14 – August 28, 2004
Proposed Advertising Investment
Total Number Of Commercials Per Week: 25Total Weekly Investment: $ 910Average Spot Cost: $ 36.40Estimated Production Cost: $ 1400
All billing statements are printed on the last Sunday of each month. Monthly invoices are for only the commercials that aired in that month.
AERONAUTICS PROJECTgroup # 1
Guerra, ErinRobles, IgnacioVentura, Teresa
Our Media Choice: Flyers We have chosen flyers as our media
tool taking into consideration that flyers have a vital importance within our community. Without a doubt, we see flyers constantly at Chaffey not only for educational purposes, but also for personal, and business matters. They represent a relatively cheap and good way of reaching a significant number of people within a particular geographical area.
SWOT ANALYSIS: Internal-Controllable
Strengths: Flyers are cheap and commonly used at Chaffey. They are easy to read and contain significant and concrete
information. Usually, they are passed from one person to another. Constantly, they are considered for many people the
easiest way of advertising.
Weaknesses: They can be easily damaged by the weather as well by
other people. Flyers are permanently exposed to confront a huge
competition. We strongly believe that there are way too many flyers are that a few number of people actually stop and read them fully.
SWOT ANALYSIS: External Uncontrollable.
Opportunities: Our target market is well known for having the time to
fully read a flyer. People prefer fast and easy reading. Other ways of advertising do not have the impact over
people as the flyers do. They tend to be complicated and hard to follow.
Treats: At the same time, other types of media are more
appalling and are clearly presented better such as TV, magazines, and newspapers.
There are always new way of advertising that compete directly with flyers and that are seem as very modern and refreshing such as email.
SWOT: Leverage
Leverage consists literally of taking advantage of an opportunity. In our case, we will use the simple and economical structure of flyers to target more people than what we historically have done as a college. We must increase the number of flyers as well as the type of flyers available during the year. One for each season would be just what we needed.
SWOT: Constraint
The constraints represent a potential lose for us as a direct consequence of our limitations while taking advantage of an opportunity. In our concrete case, the fact of flyers being so common and having to deal with a significant competition limits us while trying to gain a greater market share and/or a better positioning for Chaffey Programs.
SWOT: Vulnerability
Because of a threat we must be seriously damaged. Threats attacking our strengths represents one of our biggest fears. The fact of having so much and qualified competition could constantly put us down during the advertising campaign. We must be prepared to contra attack when it is required with effective ideas.
SWOT: Problem
A Threat attacking our weaknesses represent a serious problem for our cause. We are not able to change the external uncontrollable, but we can surely try to cut our weaknesses to minimize the risk of suffering from a problem while advertising.
Example of one of our flyers.
COMMUNITY
U T R E A C H
Junior SandovalErik AlmodovorLayla Samson
Sean McKenzieJavier Guzman
programs & promotions
SEMINARS
Customer: High School Students
15 – 18 years oldFocus on prep courses:
- science- math- woodshop- computers- ROP- ROTC
Why:• Focus on more
narrow market• More personal
than seminars or career fairs
• Able to answer students’ questions more readily
Presentation
1) Posters and Fliers
2) In-Class Presentation with promos
3) Posters and Fliers
4) Analyze and reorganize
5) Repeat before every semester
Exhibitions & Career Fairs
Customer: Military and Mechanics
• Successful career fairs• Demonstration and audience
participation
Interior Bus Card Advertising
Target Audience: • General Public - Lower to lower-middle
class• 16 – 30 years old• Females & teenagers
- Going to work or school
For nonprofit organizations50,000 passengers per weekday75 buses6-month display
• Easy, cheap, and flexible• complement with seminars, exhibitions, etc.
- Logo with Catch Phrase
Postcards, Posters, & Fliers(Oh, my)
Rancho Cucamonga CityHonoring a New Event
• Rancho Cucamonga frequently celebrates the achievements of its community
• Propose that the city should establish another holidays: * Ex: May 31, 1902, when Lindbergh brothers fly first
airplane in U.S. - Connects mostly with piloting skills, but can show technicians are needed for the airplane to fly
* Mail postcards with details of Chaffey’s Aeronautics Program
* Use promos and a banners * More recognition than party• Shows patriotism while making the public aware of this
Program
BUILD
BUSINESS
RELAT IONSHIPS
* ONT AND LAX - Friends of Ontario Airport- LAX career fairs
* Fed Ex* UPS
L O G O Sl o g o s
L O G O Sl o g o s
S W O T A N A L Y S I S
STRENGTHS Low cost Experienced instructors Give prospects feel for actual
setting Large amount of program
information Platform for potential students
to have personal questions answered timely & accurately
Complements promo advertising
OPPORTUNITIES Establish relationship with
local high schools Established relationships with
local business, UPS, Fed Ex, etc.
Establish relationship with flight related companies/industries in the area
THREATS Other time
commitments (jobs, school, etc.)
WEAKNESSES Limited Availability Time commitment required by
prospective student
MEDIA
C
A
L
E
N
D
A
R
MEDIA Jan Feb Mar April May June July Aug Sept Oct Nov Dec
HSSeminars
Military
Mechanic
Outdoor ads
City
Fliers/Posters
Promos
Businesses
CPM Calculations
Date: March 31, 2004Title: Media ComparisonAssumptions: Full Page is 11” by 17-28”
Displayed horizontallyNo take-ones or tear-offs75 posters used, one on each bus for 6 months
Media Rate Frequency Space Monthly Circulation CPM IndexCard /year Rate in 1,000s ($) (%)
Bus ads: Omnitran 2001 520 Full Page $75.00 13,000 $0.01 100 RVD 1998 3x Full Page $74.00 10,500 $0.01 99 TJK #23 3x Full Page $15.00 1, 000 $0.015 20
Qualitative Media Ranking
Creative Implication
Editorial Environment
Competitors
Audience Interest
Chaffey College
Aeronautics Program
Jason CastellanosCarlo MendozaAiron BongonMatt BiscanJoo Young
Goals of our media
Promote Chaffey College Aeronautics Program to the local community, and boost enrollment.
Grab attention of potential students who usually do not respond to advertisements in newspapers or flyers.
Draw curiosity and spark interest on the Chaffey College Aeronautics Program.
Our Target Market
High school graduates, 17-20 years old.
Professional adults, 25-35 years old.
Residents of the Inland Empire
Media Choice
“Freebies”Giveaways / Promos
Why ‘Freebies’?
Tangible and visual Mobile Cheap Fun and Trendy UsefulPersonal People prefer “free stuff”
Why not?
Does not provide a lot of information.
Requires a mode of distribution.
Media SWOT Analysis
Strengths
- Tangible and visual
- Stays with recipient for extended period of time
Opportunities
- Job Fairs
- College Fairs at High Schools
- Outreach events
- Air Shows
Weakness
- Does not Provide a lot of information
- Requires mode of distribution
Threats
- Vendor Control
- Schedule
- Clutter
Date: April 24, 2004Title: Aeronautics Program Freebies
Balsa Wood Plane 1,040 1.04Lanyards 1,720 1.72Post-it Notes 360 .36Flying Discs 580 .58Beverage Wrench 590 .59Pens 490 .49
Media Production CPM Rate in
1,000’s
Cost Per Thousand (CPM) Calculations
Balsa Wood Planes
Very dynamicAttracts
attention
Beverage Wrenches
HipNot easily
discardedMobile
Flying Discs
AppealingFunCatchy
Lanyards
Mobile advertising
Not easily discarded
Hip Useful
Post-it Notes Pens
Effective Tools for Outreach Activities
College Nights
Career FairsHigh School
Presentations Online to
College
Contingency Planning
Due to technological advances in aircraft maintenance that requires a strong background in electronics, incorporating specialized electronics courses to the Aviation Maintenance Technology curriculum would increase enrollment and strengthen the program.
According to the FAA, mechanics are required to take a minimum of 16 hours of training every 24 months to keep their certificate (U.S.Bureau of Labor). FAA also requires current experience in the field to keep the A & P certificate valid. If a mechanic has not had at least 1,000 hours of work experience in 24 months, then he/she must take a refresher course (U.S. Bureau of Labor).
Acknowledgments
Sardor AbdullaevCarolyn AlexanderCharles BokamperYi-Fan ChenAnthony DelmonteVanessa DelrosarioSandra FortPeter GilpatricMelissa HalversonAudrey ManganNina Martin
Steven MartinLenny MartinezSidonie MoraisMan NgJoo-Young ParkAlex RiveraWilliam RochaYesenia RochaSteven RogersLayla SamsonIsabel SolteroTasha ThompsonBradley Winn
Thierry Brusselle, Professor of Business Marketing Tracy Scott, Professor of Advertising Chris Willis, Dean of Business & Applied Technology Peggy Cartwright, Marketing Director Keith Wurtz, Research Analyst, Institutional Services Russell Baty, Professor of Aviation Maintenance
Technology Bryron Strope, Professor Aircraft Maintenance
Technology, Mt. Sac Allen Moore, Aeronautics Department Head, San
Bernardino Valley College Rob Vance, Former Graduate of Chaffey’s Aviation
Maintenance Technology Program Dr. Marie Kane, President, Chaffey Community
College