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Introduction

A general introduction to who we are can be understood through our mission.

The UHWO Business Club will embrace the mission to develop a new breed of business leaders

who will redefine the business landscape of Hawaii, the nation and world. This will require aclear understanding of sustainability issues, networking, "disruptive creativity," and social

responsibility. These leaders will learn and practice strategies that will help to develop strong

character, clear global vision and deep compassion for all humanity.

To realize this mission, a close working relationship with the Business Administration

Department via the club advisor has been established. This working relationship allows the club

to introduce activities/seminars/workshops that may be offered for credit. Currently we are

structuring to offer business club service from an LLC until we can reach our goal of operating

from an approved non-profit. Our current services include:

1. A full-service Marketing and Public Relations firm that derives it expert knowledge fromUniversity of Hawaii West Oahu resources.

2. Business and Marketing Plan writing.The UHWO Business Clubs marketing and PR arm is honored in having the opportunity of

submitting a proposal to Myron B. Thompson Academy for:

1. Measurably improving MBTAs current image.2. Increasing enrollment beyond a 700 students mark.

Proposal

UHWO Business Club uses an integrated marketing approach (IMC) to accomplish PR and

marketing objectives. The IMC program is founded upon:

A careful review of the companys image The buyers to be served IMC Planning process

All advertising promotions are built and inoculated on this foundation, as are all other elements

of the promotional mix. By doing so consistency and continuity is managed and a more

measurable experience for clientele is achieved.

A careful review of the companys imageWho is Myron B. Thompson Academy and what message are they trying to send? A corporate

image mirrors the sensation consumers have of the overall organization and its individually

moving parts. Advertising, website, promotions, social media devices, etc all have affects on

consumer perception.

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MBTAs image needs not only to find more consistency but also to change some of the image

that is currently being reflected. Change will first be approached internally by:

grooming MBTAs personnel Creating a consistent image with their social media devices to that of the main Website

From here the image can be vectored externally through:

Promotions to communities with over populated schools High traffic advertisement such as TV commercials with a modern, clear, catchy pitch. International advertisement through our cultural assimilators (currently we have Korean

and Japanese individuals who have an understanding of the market in both countries and

can speak both languages of the parent company and the local region.)

The buyer to be served

Here MBTAs consumer decision making is analyzed with our 5 step process.

The consumer decision making process is extensively detailed. This will lead MBTA to

increased customer traffic and help MBTA maintain a strong presence in the marketplace.

Problem

Recognition

Information

Search

Evaluation of

Alternitives

Purchase

Decision

Postpurchase

Evaluation

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IMC planning process

This model represents the process in which we will take MBTA through. The process begins

with the prior analysis of MBTAs context. The context includes a review of customers,

competitors, and communications. By having this analysis, target markets and product

positioning strategies can be recognized by our marketing team and matched to their respective

markets.

Quality communication objectives are designated. For MBTA our objectives will be to increase

student enrolment and measurably improve the image of the school. These objectives bondMBTAs context, target markets, and positioning approach to the IMC components and budget

figures. The budget figures will be determined by MBTA after options have been presented.

Further, the communication objectives will guide our account executives and advertising

creatives team in the design of the actual advertisement.

An IMC component will be created in conjunction with the budget. The IMC component will be

researched accurately to depict a representation of MBTA in the market place, and adjusted

appropriately to reach the areas of higher customer traffic.

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