Chaffey College Marketing and Advertising 2004 Group Projects for the Aviation Maintenance & Technology (AMT) Department

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 et S u mm ar 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
36-45
46-55
56 and
above
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
P e r c e nt a ge s
Age s
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 Attend
Morning Classes before 12:00 pm
Percentage
Ages

18-25
26-35
36-45
46-55
56 and
Above
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
P e r c e nt a ge s
Age s
Best time for students to attend
afternoon classes (12:01-4:29)
Monday %of Responses
Best Time for Students to Attend
Afternoon 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%
P e r c e nt a ge s
Age s
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

SWOT
A 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
Constraints
Vulnerability
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 Airport
40% 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
Over 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
AMT faculty has over 50
years combined experience
in the field

Problem
Aviation Maintenance
Technology program is not
Week program description
in college catalogue
Low enrollment 9/11
Program name
Program unknown to
potential students
Weaknesses Threat

Strengths
Over 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
Week program description
in college catalogue
Low enrollment 9/11
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 Providers
Direct 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

Age group attending
Chaffey College
19-younger
20-24
25-29
30-34
35-39
40-49
50 and above
19-younger
20-24
25-29
30-34
35-39
40-49
50 and above
Age Group Attending
Chaffey College

Age group attending
Mt. Sac
19-younger
20-24
25-29
30-34
35-39
40-49
50 and above
19-younger
20-24
25-29
30-34
35-39
40-49
50 and above
Age Group Attending
Mt. SAC

Age group attending
San Bernardino
19-younger
20-24
25-29
30-34
35-39
40-49
50 and above
19-younger
20-24
25-29
30-34
35-39
40-49
50 and above
Age group attending
San 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
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

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 Similarity
Print 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 similarity
Print 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 Similarity
Broadcast advertising by using same music or jingle,
announcer’s voice, & sound effect(s) when applicable
Attitudinal similarity
Each ad expresses consistent attitude

M
E
D
I
A
S
T
R
A
T
E
G
Y
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.

M
E
D
I
A
S
T
R
A
T
E
G
Y
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

M
E
D
I
A
S
T
R
A
T
E
G
Y
Creative Consideration
Determination made between
using those media that allow the
most creative execution & those
that are most efficient & cost
effective in reaching prospects

M
E
D
I
A
T
A
C
T
I
C
S
Media Options
Print media (magazines, newspapers,
flyers & directories)
Radio
Television
Out-of-Home Advertising
Direct-response & Internet Advertising
Community Outreach programs &
promotions

Aero Ad Project
Group 2
James Biscan
Nour Fakhoury
Stacy Mikel
Jessica Morford
Robert Tinoco

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
AdvertisingPros
 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 Information
Arrangements 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
Sunday
¼ of a
page
$1,399.86 75,000 $18.66 75,000
Inland Valley
Daily Bulletin
1 time 1
Sunday
3X5
inches
$658.25 75,000 $8.77 75,000
Inland Valley
Daily Bulletin
1 time 1
Sunday
4X6
inches
$1045.80 75,000 $13.94 75,000
Inland Valley
Daily Bulletin
1 time 1
Sunday
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*

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!
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.chaf
fey.edu/aeronau
tics/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!
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 166
b 26
c 16
d 42
Question 1
Classified 197
Other 30
Events 23
Question 2
a 19
b 106
c 98
d 27
Question 3

Question 6
a b c d
1 166 32 7 45
2 52 158 34 6
3 30 7 168 45
4 2 53 41 154
a 75
b 92
c 37
d 36
Question 4
a 26
b 52
c 89
d 83
Question 5

Question
#1
67%
10%
6%
17%
a
b
c
d

Question
#2
12%
9%
79% Classified
Other
Events

Question
#3
8%
42%39%
11%
a
b
c
d

Question
#4
31%
39%
15%
15%
a
b
c
d

Question
#5
10%
21%
36%
33% a
b
c
d

0
20
40
60
80
100
120
140
160
180
a b c d
Question #6
1
2
3
4

Advertising Proposal
Prepared Exclusively For:
Chaffey College
Presented By:
William Rocha
May 09,2004

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.

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.

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 Plan
System: Inland Empire Zone Group
Subscribers: 163,500
Flight: June 14 – August 28, 2004

Proposed Advertising
Investment
Total Number Of Commercials Per Week: 25
Total Weekly Investment: $ 910
Average Spot Cost: $ 36.40
Estimated 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 PROJECT
group # 1
Guerra, Erin
Robles, Ignacio
Ventura, 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.

COMMUNITY
U
T
R
E
A
C
H
Junior Sandoval
Erik Almodovor
Layla Samson
Sean McKenzie
Javier Guzman
programs & promotions

SEMINARS
Customer: High School Students
 15 – 18 years old
Focus 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 organizations
50,000 passengers per weekday
75 buses
6-month display

•Easy, cheap, and flexible
• complement with seminars, exhibitions, etc.
- Logo with Catch Phrase
Postcards, Posters, & Fliers
(Oh, my)

Rancho Cucamonga City
Honoring 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

B
U
I
L
D
B
U
S
I
N
E
S
S
R
E
L
A
T
I
O
N
S
H
I
P
S
* ONT AND LAX
- Friends of Ontario Airport
- LAX career fairs
* Fed Ex
* UPS

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

M
E
D
I
A
C
A
L
E
N
D
A
R
MEDIA Jan Feb Mar April May June July Aug Sept Oct Nov Dec
HS
Seminars
Military
Mechanic
Outdoor
ads
City
Fliers/
Posters
Promos
Businesses

CPM Calculations
Date: March 31, 2004
Title: Media Comparison
Assumptions: Full Page is 11” by 17-28”
Displayed horizontally
No take-ones or tear-offs
75 posters used, one on each bus for 6 months
Media Rate Frequency Space Monthly Circulation CPM Index
Card /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 Castellanos
Carlo Mendoza
Airon Bongon
Matt Biscan
Joo 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
 Useful
 Personal
 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, 2004
Title: Aeronautics Program Freebies
Balsa Wood Plane 1,040 1.04
Lanyards 1,720 1.72
Post-it Notes 360 .36
Flying Discs 580 .58
Beverage Wrench 590 .59
Pens 490 .49
Media Production CPM
Rate in 1,000’s
Cost Per Thousand (CPM)
Calculations

Balsa Wood Planes
 Very dynamic
 Attracts attention

Beverage Wrenches
 Hip
 Not easily
discarded
 Mobile

Flying Discs
Appealing
Fun
Catchy

Lanyards
 Mobile advertising
 Not easily
discarded
 Hip
 Useful

Effective Tools for Outreach Activities
College Nights
Career Fairs
High 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 Abdullaev
Carolyn Alexander
Charles Bokamper
Yi-Fan Chen
Anthony Delmonte
Vanessa Delrosario
Sandra Fort
Peter Gilpatric
Melissa Halverson
Audrey Mangan
Nina Martin
Steven Martin
Lenny Martinez
Sidonie Morais
Man Ng
Joo-Young Park
Alex Rivera
William Rocha
Yesenia Rocha
Steven Rogers
Layla Samson
Isabel Soltero
Tasha Thompson
Bradley 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

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