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





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





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


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


40% of current Aircraft Mechanics will be eligible for retirement within 5 yrs



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


Program name







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






Vulnerability

Aviation Maintenance Technology program is not offered in the evening

Week program description in college catalogue

Low enrollment 9/11


Program name


Weaknesses

Campus located near Ontario International Airport


40% of current Aircraft Mechanics will be eligible for retirement within 5 yrs


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.



• “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


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


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


Cities Held in Joint CCC and Mt SAC


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


Cities Held in Joint CCC and SBV


San Bernardino Colton 47,662

San Bernardino Fontana 128,929

San Bernardino Hesperia 62,582

San Bernardino Rialto 91,873


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


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


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


• 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.


• 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

http://faam.nerc.ac.uk/public/clouds.jpg


Table of contents

Goals

Market Segment

Media Choice

Ads

Evaluation



Media Choice

Inland Valley Daily Bulletin


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


1 time

1 time ¼ of a page

$1,385.14 75,000 $18.47 75,000


1 time

1 time 3X5 inches

$644.25 75,000 $8.59 75,000


1 time

1 time 4X6 inches

$1,030.80 75,000 $13.74 75,000


1 time

1 time 5X7 inches

$1503.25 75,000 $20.04 75,000


1 time

1 Sunda

y

¼ of a page

$1,399.86 75,000 $18.66 75,000


1 time

1 Sunda

y

3X5 inches

$658.25 75,000 $8.77 75,000


1 time

1 Sunda

y

4X6 inches

$1045.80 75,000 $13.94 75,000


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

http://www.albanyairport.com/photos/kids-planes-r123a-lg.jpg


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



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

http://www.chaffey.edu/aeronautics/index.html




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.



4X6 Size Ad

C






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

1 166 32 7 452 52 158 34 63 30 7 168 454 2 53 41 154

a 75b 92c 37d 36

Question 4a 26b 52c 89d 83

Question 5


Question

#1

67%10%

6%17%

a

b

c

d


Question

#2

12%9%

79% Classified

Other

Events


Question

#38%

42%39%

11%

abcd


Question #4

31%

39%

15%

15%abcd


Question #5

10%

21%

36%

33% abcd


0

20

40

60

80

100

120

140

160

180

a b c d

Question #6

1

2

3

4


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.

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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

http://ccblackboard.chaffey.edu/bin/common/homepage.pl?crsusrs_pk=_23519_1&action=DISPLAY

http://ccblackboard.chaffey.edu/bin/common/homepage.pl?crsusrs_pk=_23534_1&action=DISPLAY

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

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

chaffey college marketing and advertising 2004 group projects for the aviation maintenance &...

Business

responses best time

general aviation maintenance

majority of mechanics

experienced mechanics

ge s age s best time

large number of mechanics

market psychographics

faa classes