BUS 323 Final Project
Bus 323 – AB1
Due Date: December 15, 2014
Instructor: Cindy Stewart
Term Project
2014 Freshman Recruiting Campaign
Team Members:
Jiebin Han
Coral Allard
Emily Cantera
1
Table of Contents
Executive Summary..................................................................................... 3
Introduction.................................................................................................. 4
Data and Findings....................................................................................... 4
Project Concept........................................................................................... 5
Project Elements......................................................................................... 5
Project Testing............................................................................................ 6
Poster.......................................................................................................... 6
Recommendations...................................................................................... 7
Appendix 1: Positioning Map....................................................................... 8
Appendix 2: Ad Elements Selection............................................................ 9
Appendix 3: Transcript of Questions Asked Commercial Viewers............ 10
2
Executive Summary The UFV School of Business has recently learned that high school student advisors are telling graduates to go to other universities for a business degree besides UFV. In order to counter the damages this may cause UFV’s School of Business, a marketing campaign composed of a poster and a commercial were generated to get freshmen interested in applying for the school of business. High school graduates were found to be the largest percent of the market for buyers of postsecondary education. Specifically
Due Date: December 15, 2014
Instructor: Cindy Stewart
Term Project
2014 Freshman Recruiting Campaign
Team Members:
Jiebin Han
Coral Allard
Emily Cantera
1
Table of Contents
Executive Summary..................................................................................... 3
Introduction.................................................................................................. 4
Data and Findings....................................................................................... 4
Project Concept........................................................................................... 5
Project Elements......................................................................................... 5
Project Testing............................................................................................ 6
Poster.......................................................................................................... 6
Recommendations...................................................................................... 7
Appendix 1: Positioning Map....................................................................... 8
Appendix 2: Ad Elements Selection............................................................ 9
Appendix 3: Transcript of Questions Asked Commercial Viewers............ 10
2
Executive Summary The UFV School of Business has recently learned that high school student advisors are telling graduates to go to other universities for a business degree besides UFV. In order to counter the damages this may cause UFV’s School of Business, a marketing campaign composed of a poster and a commercial were generated to get freshmen interested in applying for the school of business. High school graduates were found to be the largest percent of the market for buyers of postsecondary education. Specifically