The document provides an overview, SWOT analysis, and plan for an advertising campaign for the Center for Entrepreneurship at California State University, Fullerton. The Center's Student Consulting Program helps small businesses but lacks brand awareness and clients. The plan proposes increasing the Center's presence on platforms like LinkedIn, in local publications, and with promotional materials. Creative ads and media placements throughout the year aim to attract new clients and position the Center as a leader in business consulting.

1. Insert Cover Page

2. Executive Summary........................................................................................................................ 1
Company Overview........................................................................................................................ 3
SWOT Analysis............................................................................................................................... 4
Competitor Analysis........................................................................................................................ 5
Consumer Profile............................................................................................................................ 7
Positioning Strategy...................................................................................................................... 12
Creative Proposal.......................................................................................................................... 13
Big Idea, Executed Ads, Creative Rationale, Production Budget
Promotions.................................................................................................................................... 27
Promotion Rationale, Promotion Budget
Media Plan.................................................................................................................................... 29
Rationale, Budget
Why It Works................................................................................................................................ 31
Meet Our Team............................................................................................................................ 39
Appendix....................................................................................................................................... 40
Table of Contents

3. Thank You
On behalf of Vitamin AD, our team would like to thank the Center for Entrepreneurship and the individuals
that worked with us for the opportunity to work with such an esteemed program. An influential, successful,
and growing learning program such as yours deserves the utmost respect and highest treatment for all the
work you have done and continue to do for the aspiring students you guide as well as the business clients
you serve. Vitamin AD and the people that make it up are truly honored to work with the talent and pride of
the Mihaylo College of Business and Economics.
Below is an advertising campaign plan that is specifically made to progress your program’s success further
and give the Student Consulting Program the recognition it deserves. We are inherently grateful to the
Center for Entrepreneurship, and we hope that our work accurately reflects the large impact that your
program makes on so many young and older minds alike.
Sincerely,

4. 1
Executive Summary
The Center for Entrepreneurship is the ultimate learning venue for the enlightening and networking
of professionally taught and proven methods in risk taking, investing, and ultimately, success as an
entrepreneur. A center and concentration within the Mihaylo College of Business and Economics at California
State University, Fullerton, the Center for Entrepreneurship is located in the heart of one of the most highly
concentrated entrepreneurial and business regions in the country—Orange County, California. The Center for
Entrepreneurship’s Student Consulting Program is a prodigy of its kind in producing fresh, thorough, reliable,
and cost effective consulting for businesses in the Southern California area through teams of highly trained
students along with their seasoned, professional mentors that oversee and guide the students’ consulting
processes.
The Center’s main source of revenue is their Student Consulting Program in the Small Business Institute. The
current challenge that they face is the lack of presence in the business consulting community as well as a
need for increased return on investment for the Student Consulting Program’s methods of recruiting clients.
While the Student Consulting Program is widely beneficial for both its aspiring students and the business
owners that participate, the program currently uses a basic recruitment system of sending application mail
to alumni and local small business owners. The Center for Entrepreneurship also has a relatively small voice
in advertising and media, such as social media platforms, print advertisements and articles in local business
magazines and newspapers, and overall brand awareness from potential clientele.
Vitamin AD has examined their client, the Center for Entrepreneurship at California State University
Fullerton, in their presence in the Orange County area as a business consultancy program. The problem
at hand with the Center is that its current methods of creating awareness for the consulting program and
gaining larger clients is lacking. The Small Business Institutes's main consumer is a small business owner in

5. 2
Southern California. The consumer is an assertive college graduate, male or female in the age range of 30-54,
that believes in success, hard work and going above and beyond. Their attitude in the market is ambitious,
determined and independent. The competitors for the Student Consulting Services are UCI Paul Merage School
of Business, Cayenne Consulting, and SCORE. All of these competitors are located in Southern California with
consulting services similar to Center of Entrepreneurship at California State University, Fullerton.
In order to reach our consumers and outshine our competitors, we believe that increasing presence not only
through direct mail, but in other mediums, such as LinkedIn, OC Business Journal, and flyers and brochures will
reach a larger audience that is wanted while staying within our budget. We also see opportunities for catching
attentions of higher-revenue businesses by the use of spectacular advertisements. Each of our creative teams
have created and rationalized a creative concept that reflects our Creative Brief. Our Account Planners have
created thorough plans for our various advertising mediums that also fit our budget. Media Planners have
provided pricing and opportunity for each medium throughout the year. We have provided promotional ideas
that the center can apply to their current and future endeavors for their student consulting programs success.
Using these laid out plans, we strongly feel that the Small Business Institute within the Center for
Entrepreneurship will most certainly grow as a brand and receive a significant increase in clients as well as
define itself as a larger contender in the business consulting market. The CSUF consulting program is one that
has great potential to change the lives and success of business owners, and we plan to help those business
owners see that potential.

6. 3
Company Overview
CSUF’s Center of Entrepreneurship offers a program in which faculty, business volunteers, entrepreneurs
and executives in residence lead a group of students to achieve measurable results for clients. Projects
and services can cater to a specific aspect of a client’s business (finance, operations, marketing, etc) or can
analyze the business overall and offer solutions from a holistic perspective. With Orange County landing
$1 billion in venture capital by the end of 2015, small businesses are of no shortage in the area. This
defines a competitive landscape in the market for consulting services. With an academic service pit against
professional and experienced alternatives, the Center of Entrepreneurship’s consulting service seems like
the riskier choice per a brand that does not communicate professional excellence.
Brand Overview
Modern, functional and results-driven. Our brand is professional, yet current and savvy. We derive from
an institution with a track record of producing successful business owners. Although we are students, we
provide a young and fresh take on consulting, which is something our older competitors don’t. We always
know what is happening now. We boast great prices for an even greater service. A business owner sees
us as someone that cares about their business’ success and will consider every detail when analyzing
their business.

7. 4
SWOT Analysis
Strengths
Opportunities
Weaknesses
Threats
• Center holds two AACSB International Accreditations – one for
the College and one for the College’s accounting program
• A part of the largest accredited business school in CA and 2nd
largest undergrad business school in the country
• Experience with 3100+ businesses
• Student Consulting program gives students real world
opportunity that is cheap yet effective for small businesses
• Networking with connections to CSUF (alumni, people who
know alumni, employers of graduates, etc.) is main source
of clientele
• CSUF accounts for 73% of all business degrees granted from
OC universities
• Take advantage of media, other mediums, and brand outside of
school
• Women account for 39% of Entrepreneurs, and minorities
can receive more attention on scholarships to Entrepreneurial
schools like CSUF
• Success stories page can be updated for client stories as well as
mentor and student stories
• OC is one of the biggest Entrepreneurial regions in USA
• Start aiming at bigger, more moderate size businesses
• Center is hidden under business school umbrella
• In close vicinity to other more well known programs
• Entrepreneurship Center is 10 years old (young compared
to others)
• Lack of marketing/advertising outside of campus
• Website has no presentation of previous incubator
members’ successes
• Website has no presentation of previous
• Website and advertising currently for the center is difficult
to navigate through / website is outdated
• Not currently listed on “Top 100” on anything
• Limited resources and funds for their consulting program
• Mihaylo’s company plead guilty of federal mail fraud and
antitrust violations
• UCI, closest college competitor, listed on “50 Best U.S.
Colleges for Aspiring Entrepreneurs” collegechoice.com

8. 5
Competitor Analysis
Our three main competitors for the Center for Entrepreneurship are similar programs at UC Irvine, SCORE
and Cayenne Consulting. SCORE is the nation’s largest network of free business mentors. Their main
advantage is that they are a free service and that there are many branches all over Southern California. Their
biggest threat is that the business owner does have to do most of the legwork and SCORE is mainly used for
advice or direction, while a program like CSUF does a lot of the physical work for you due to having an actual
team. Cayenne Consulting specializes in business plans and technical writing. They offer services tailored to
finding an investor through strategic planning, creating projections, and the technical analysis of a business’
bottom line and cash potential.
UCI’s The Cove
Formerly the Institute for Innovation, now Applied Innovations. Founded
by Richard Sudek, a UCI alumnus, as a hub to access university inventions
and talent, a way for large corporations to monetize university R&D, and to
work as a liaison between small businesses and investors.
The Cove also offers services for student inventors and faculty entrepreneurs to take their ideas from
concept to product, offering 250 mentors that provide guidance in acquiring patents, early funding,
marketing strategies and licensing for technology.
They have a strong foundation of talent; includes student and faculty inventors that have made measurable
and successful results, but their website does not offer testimonials or information on specific mentors.
Opportunities for them include establishing a presence in local newspapers, attend third party events
instead of hosting, and have easier access to tours and information for prospective clients.

9. 6
SCORE
Largest network of free business experts. SCORE does not emphasize a
specific field and therefore welcomes businesses of all types for various
solutions. As an inherent network, their events hold workshops and also
offers reference services to relevant mentors. Compartmentalized by
chapters, they are simultaneously nationwide and local, working regionally to offer free services.
Online presence leads in comparison to competitors with free webinars, live chats, and online workshops.
SCORE holds a nonprofit atmosphere lead by former business experts with little to no cost; this extends the
understanding of the position small businesses are in.
Cayenne Consulting
Based in Anaheim Hills, offer a wide variety of services including
very technical consulting efforts for specific contracts and set-aside
opportunities. Large list of clients including services rendered and result
reports as testimonials.
Little information on events attended although there are links to all publications by Cayenne Consulting.
Published in Entrepreneur, Business Journal, CNN Money, Business Insider, INC., and about.com: money.
Advertising tactics revolve around informational editorials in business magazines, both print and digital.

10. 7
Consumer Profile
After analyzing our research, we found multiple key findings about what business owners and potential
business owners do to promote themselves and what they think could promote their businesses further.
Our research on various media platforms, our conducted surveys, and our focus group all revealed similar
patterns in information leading to how entrepreneurs think and find success in their personal branding.
These patterns became the backbone to our positioning strategy as well as our new ideas for this
plans book.
Once we determined the Center’s current position as a consulting firm and its client base, we administered
some of our own primary research. We conducted intercept and online surveys. We also held a focus group
consisting of 6 entrepreneurs of different backgrounds, ages, and views on consulting services in regards
to the success of their businesses. We then went on to analyze the data we found and the responses we
received from our focus group and surveys.
Vitamin AD received a total of 133 online and intercept surveys. Our demographic results were:
• 8% of participants were between ages
18-25
• 41% of participants were ages 26-40
• 51% were 41 or older
• 61% (82) were male, while the latter
39% (51) were female.
• 53% were white, 18% were asian,
and 18% were Hispanic

11. 8
Here’s what we found:
• 54% of participants identified as business
owners, 46% were not business owners
• 90% of participants noted they have
thought of starting their own business
• Networking (33%) and social media
(29%) were voted as the biggest methods
in how most people expand their
professional networks
• Most participants read their industry’s
trade journals or magazines (47%) while
22% read the OC Register, 17% read the
OC Business Journal, and 14% read either the CA
Business Journal or CA Business Magazine.
• Most participants are active on their own website’s
social media, while 23% are on Facebook, 18% are
on LinkedIn, and 17% are on Instagram.
• Only 37% of survey participants heard of
universities offering consulting services
• Of those 37%, 54% of them have heard
of university consulting services by word
of mouth, 18% heard via social media,
14% heard from direct mail, and 14%
heard from websites or magazines
• 83% of participants never heard of the
CSUF Business Consulting Program
• When asked if they would use a
student consulting service for their
company, 53% replied “Maybe”, 36%
replied “Yes”, and 13% answered “No”
• The majority at 60% marked that they
would use these services for marketing,
The less popular choices were HR,
training, and leadership

12. 9
Consumer Profile
After we analyzed our survey results, we held a focus group of 6 talented individuals of different ages and
stages in their entrepreneurial careers.
Here are your most prominent types of clients who will help the Center flourish:
Claudia - Chunk-N-Chip
Claudia is a middle-aged woman who started out worked in corporate
marketing, but decided to turn her cookie making hobby into a
business. Having an entrepreneurial spirit, as well as transcending
her personal values into her brand, is what has helped her turn her
business into a success. She gages the success of her business by
profitability, but also by how the customer responds. She has used
resources such as SCORE, SBDC, and her own personal network for
help along the way. She has learned that it is very important to hire
the best and smartest people you can afford. Other resources that she
used to help her succeed include getting a business loan, the Internet,
and looking at similar business templates. It has been especially helpful
to Claudia to pay for business consulting during a recession in a “do or
die” time because, oddly enough, that is when you need it most.

13. 10

14. 11
Consumer Profile

15. 12
Positioning Strategy
The Small Business Institute of the Center for Entrepreneurship provides
consulting services with a fresh perspective, experienced professional guidance, and
modern strategies to entrepreneurs who are looking for growth in their business.
The students that are involved with the student consulting services are upper level or graduate students
that are supervised and guided by business professionals. These professionals provide the student with
years of experience and allow the students to include a fresh perspective in a business consulting plan.
Many business owners may notice their business is not increasing in revenue, has poor human resources,
their strategy is off, not reaching potential customers, or the operation of the business is not going
according to plan. The students at the Small Business institute provides a plan for entrepreneurs to succeed
in the growth their business. Modern strategy with a mix of wise experience provides small business in
Southern California the key to success.

16. 13
Creative Proposal
Modern Insights. Innovative Solutions.
Tagline: "SBI: The Next Generation in Business"
The focus group revealed that business owners felt there was a risk associated with working with a
student-run consulting agency like the Small Business Institute. We believe that the best approach to
eliminating this concern is to steer into the skid. Yes, graduate students run the agency but that doesn’t
necessarily translate to inexperience. Graduate students have a fresh way of viewing a problem. They are
youthful and forward thinking and bring a unique perspective to business. Offering modern insights and
innovative solutions, the Small Business Institute is driven by results in an ever changing business world.
The tag line that encompasses this strategy is, “SBI: The Next Generation in Business.” This line conveys a
vision for business solutions that focuses on the largest demographic in the marketplace: Millennial’s. The
Small Business Institute offers businesses an edge on their competition by putting them inside the minds
of their target customer while also producing crisp ideas to keep them relevant. This strategy focuses on
highlighting the benefits of working with a consulting agency run by graduate students and fortified by
seasoned professors.

17. 14
Direct Mail Outdoor

18. 15
Creative Proposal
Moving You in the Right Direction
Tagline: “Manage Your Future”
What happens to most entrepreneurs when times are tough and business is slow? Is the best option to
sit back and wait for the tables to turn? Is it better to proactively seek certain solutions to maximize the
efficiency in a business? If only there was a place where entrepreneurs can go to seek advice in times of
need. The Small Business Institute at the CSUF Center for Entrepreneurship can provide all the best answers
to these difficult questions. Entrepreneurs who are searching for a better business future will have no need
to look any further.
The concept of “Manage Your Future” is all about encouraging future clients to make decisions that will
actively help their business. We believe that the only way to be successful is to be proactive and make
the necessary decisions and changes when needed. A client should not just sit back and watch things
unfold, while hoping for the best. We’ve all heard quotes such as, “do something your future self would
thank you for”. It is an easily relatable quote, and it promotes an idea of making a decision, or change, that
will actively help grow your business. Consulting with the Small Business Institute at the CSUF Center for
Entrepreneurship is a perfect way for clients to manage the futures they dream of having.

19. 16
Infographic Interstitial Popup

20. 17
Creative Proposal
Let Us Lead You to Your Emerald City
Tagline: “You see your goal. We create your path.”
Our visuals will be based off a very professional but obvious link to The Wizard of Oz’s yellow-brick-road and
Emerald City. The idea for this is obvious, the path leading to your goal can be confusing as well as daunting
but the CSUF SBI can outline a map to your path and get you to your own Emerald City in no time. This is
reinforced by Emerald being a link to power and wealth, due to its precious stone status and the color green.
The Emerald City and yellow-brick-road we create in our ads won’t be over the top replicates, it will feature
muted pathways and business towers that are tinted green to make an obvious connection yet staying true
to your professional business model.

21. 18
CAL STATE FULLERTON
SMALL BUSINESS
INSTITUTE
See
your
Emerald
City?
Follow
the
path
we
created.
You see your
goal.
We create your
path.
Learn More >
Brochure LinkedIn
SBI Center of
Entrepreneurship
You see
your goal.
We create
your path.
Seasoned leaders
with youthful
perspectives can
lead you to your
Emerald City.
Direct Mail
Welcome to our own Emerald City,
Mihaylo Hall.
Let us create a
plan to ensure your
success.
What areas do you
need guidance in?
-Finance
-Operations
-Marketing
www.Business.Fullerton.edu/Center/Entrepreneurship
Find us on Linkedin: CSUF Mihaylo College of Business and Economics

22. 19
Creative Proposal
Combining Fresh Ideas with Trusted Security
Tagline: “Trusted Methods and New Ideas”
Business owners open their doors to seasoned professionals for trusted security, and in turn open their
minds to business students for new, bold, bright and fresh ideas. This campaign of trusted methods and new
ideas is a balance of the old and new, of something secure and a wild card which can hold the most valuable
ideas. The security of the professors is the backbone of the campaign, to convey the security and that the
business students are constantly put on the right track is essential for success.
The rationale behind this campaign is to create a balance of the old and new, business owners might be
hesitant to be consulted by students who are doing this program for a grade and not their own livelihood.
But a business may be stuck in a rut due to only thinking in the same circular way, and needs to branch out
for new ideas from newer generations. The focus groups and surveys tell us that entrepreneurs and business
owners simply do not trust pure student control over their business, the campaign will address this problem
by ensuring professors are the ones directing and controlling the process.

23. 20
Direct Mail LinkedIn
Banner Ad

24. 21
Creative Proposal
Fresh Fruit, Strong Root
Tagline: “A fresh Perspective, Led by Experience”
Almost everyone wishes they could have repeated a certain point of their youth with all the experience
and knowledge they’ve gained over the years. They admit that they have no regrets because that’s how
they learned, yet they also admit that they’d probably be better off if they had known what to do back
then. The Center for Entrepreneurship is that ‘better off knowing’. Local businesses must work with the
Center for Entrepreneurship to strengthen their business. Hiring young, professional business students and
knowledgeable, experienced mentors at the Center for Entrepreneurship at unbeatable prices is the perfect
combination to help local businesses see the fruits of their labor. The orange tree logo should be a constant
reminder to local businesses that to have valuable student consultation services from the MCBE Center of
Entrepreneurship is to have the freshest fruit of perspective from a tree with sturdy roots of knowledge and
experience. A fresh perspective, led by experience.

25. 22
Banner Ad
Brochure
Outdoor
Fresh Fruit
Cover
A fresh
Perspective
led by
Experience
Reverse
The Mentors
Teams are coached by volunteers
 Entrepreneurs in Residence
 Executives in Residence
 Members of the Service Corps
of Retired Executives (SCORE)
Through interactions with the
instructors and the volunteers
hone your “business I.Q.”
ideas/ analysis/ evaluation
The Students
MBA students or business major
seniors work like apprentices,
supervised by experienced faculty
Your Benefits?:
 A close look at their strategy,
research and insight in
today’s market
 Use the same innovative
methods to tackle your
business challenges
The Student Consulting Services at the Center for Entrepreneurship
offers businesses, the freshest fruit of perspective from
the sturdiest roots of knowledge & experience.
Give us a call to see how Student Consulting Services can help you
make lasting improvements in your venture’s operations!
The Student Consulting Program at California State
University, Fullerton (CSUF) is hosted and managed by
the College's Center for Entrepreneurship (CFE).
The program is designed to help strengthen the
small business sector of Orange County's free
enterprise system through increasing the impact
and effectiveness of small business teaching,
consultation, and research at the University.
“..the expectations that I’ve had with the student consultants has
exceeded, even more so than professional consultants I’ve hired outside.”
- Tam Nguyen, President
Advance Beauty College
For more information about our Student Consulting Program contact our Case
Coordinator, Ms. Charlesetta Medina, at cymedina@fullerton.edu or (657) 278-8243
Find Us
Obtain the Best Aspects of Both Worlds
Inside
A fresh
Perspective
led by
Experience
A fresh
Perspective
led by
Experience

26. 23
Creative Proposal
Experienced Advantage
Tagline: “Gain an Experienced Advantage Above Your Competition.”
Sometimes a business owner needs an outside perspective, a little bit of help to revive their business.
California State University, Fullerton’s Small Business Consulting Services helps owners find the solutions
they seek to better their business. With a team of experienced faculty and knowledgeable students, business
owners are provided with a professional and modern service. Our creative concept focuses on the type of
service that the SBI provides to its clients. By targeting a specific department or an overall analysis the client
will receive practical recommendations for improving their business. A successful business owner knows
when to take the right risks, by working with our team they will gain a profitable experienced advantage
above their competition.

27. 24
Direct Mail
Consulting Services
 Team up with experienced faculty and knowledgeable
students who provide a professional and modern service
 Receive practical recommendations for improving your
business
Mailing Address Line 1
Mailing Address Line 2
Mailing Address Line 3
Mailing Address Line 4
Mailing Address Line 5
Center of Entrepreneurship
Small Business Institute
Need professional help with your
business?
We offer services in:
-Marketing -Operations
-Finance - And More!
For more information contact:
Charlesetta Medina
Phone: (657) 278-8243
E-mail: cymedina@fullerton.edu
Gain an
Experienced Advantage
above your competition
Team up with experienced faculty and knowledgeable students
who provide a professional and modern service to improve your
business.
Services Include:
-Marketing -Operations -Much More!
-Finance -Human Resources
Gain an
Experienced Advantage
above your competition
For more information contact:
Charlesetta Medina
(657) 278-8243 cymedina@fullerton.edu
Flyer

28. 25
Creative Proposal
The Trusted Team
Tagline: “Our Team | Your Business. Success Doesn't Happen Alone”
Cal State Fullerton's Small Business Institute is the “team" that leads your business to success. In an ever-
changing business world, one person cannot improve their business by themselves. The CSUF Small Business
Institute team is just what your business needs to reach your goals. Many business owners are skeptical
about trusting students with their business. This campaign is designed to emphasize not only what our team
does but who our team is. Our “team" is comprised of business professionals, faculty members and our
top business students who are eager to prove themselves and provide fresh new ideas with proven results
to help your business reach its ultimate potential. How has this process worked? Our previous customers
testimonials tell the story.
"The Trusted Team" approach makes sense for several different reasons. According to the feedback, business
owners want to hear from other business owners, like themselves, that this is a group of people who they
can trust with their business. Hearing from other business owners that the consultation was beneficial helps
establish credibility for the brand. It also reduces the sense of risk that people may associate with putting
their business in the hands of students when they hear from other business owners that this team, made
up of experienced business professionals and students, presented them with fresh and effective solutions to
their problems. The testimonials serve as proof that will assure the business owners that their expectations
will be met and seeing them in an integrated marketing campaign will reinforce this message each time they
see one of our advertisements.

29. 26
When you need a team
you can rely on to help
you get your business to
the next level of success,
look no further than the
Small Business Institute at
Cal State Fullerton. Here
you will find a team of
the schools’ top business
majors working along side
experienced faculty experts.
We offer you practical
recommendations on
improving your venture,
research methods to
help you tackle business
challenges, and a wealth of
fresh ideas. This program
has been on campus
helping business owners
like you for over 25 years
and will continue helping
businesses and students
realize their potential in the
years to come.
Our Team Your Business
Success Doesn't Happen Alone
Call 657-278-4652 to book
your consultation today!
business.fullerton.edu/consulting
We truly believe this
experience has been a
win-win for everyone
involved and appreciate
the team’s fresh
approach to some of our
age-old problems.
“
“
The Right Mix for Your Business
Flyer LinkedIn
Our Team Your Business
Success Doesn’t Happen Alone
Call 657-278-4652 to book your
consultation today!
business.fullerton.edu/consulting
“The team provided a
meaningful and well outlined
proposal to energize and
improve the marketing and
business development segment
of my enterprise.
- Christopher Schran,
Reliance Equipment
Distributor Co.
“
Direct Mail

30. 27
Promotions
Referral Program
• Existing clients receive a promo code that can be sent to them in an email marketing message. Promo
codes can be unique to each client to let CSUF's Center for Entrepreneurship know which clients are
referring more prospective clients to us and we can provide incentives for the clients who refer new
businesses to us. It would be a two-tier reward program:
Tier 1 - Reward if prospect meets with the Student Consulting Program for an initial consultation
• It can be exchanged for services offered
Tier 2 - Reward if prospect signs contract with the Center for Entrepreneurship
• Can be exchanged for services offered (more services and time offered than tier 1 reward)
Placement: Email marketing, social media, word of mouth, print on collateral materials, etc.
Rationale: Business owners take other business owners' opinions and referrals seriously, especially when
they are in the same industry. This is a highly ranked factor that motivates purchase behavior for our target
audience--a key consideration. This helps demonstrate a higher level of credibility for our brand as well as
encourage clients to recommend our services to other potential clients.
Pricing: $0 - $200 annually for marketing supply needs.

31. 28
Rewards Program
Offer a different amount of points to our prospect clients for doing small activities for us such as:
• Leave a comment on the Center for Entrepreneurship blog post.
• Joining our mailing list.
• Connecting with us on Linkedin or following us on Twitter.
• Sharing our posts or page on chosen social media outlets.Referrals to other businesses.
• Using tools and software (like Rafflecopter), it will be easy to track points and tally up the amounts.
• Those with enough points can receive prizes such as a pack of business cards, a free advertisement in
Mihaylo Magazine, or even a free consultation. Something we can do every semester or every year to
remain consistent with the rewards program.
• Some businesses have used our Student Consulting Services multiple times, each time focusing on
different sectors of their business (Advance Beauty College). These are the businesses that can benefit the
most from the rewards program.
Rationale: Free to join and worthy/effective rewards can be earned quickly. Rewards are also relevant to
benefiting businesses and will increase loyalty to the Center for Entrepreneurship.
Pricing: $100 - $200 monthly for subscription to online software needed for rewards programming.

32. 29
Media Plan
Objectives
• Effectively utilize the $60,000 budget through a variety of media.
• Increase overall brand awareness.
• Promote the Center of Entrepreneurship’s consulting services and inform business owners/entrepreneurs
the benefits of using us instead of other consulting firms.
• Connect with business owners between the ages of 30-54.
• Emphasize that the consulting services are led by faculty and supplemented by students.
• Encourage business owners to use the Center of Entrepreneurships consulting services.
Strategies
• Revise and enhance current media platforms.
• Bring in new media platforms such as: Orange County Business Journal and arena/stadium spectaculars.
• Start new social media platform: LinkedIn.
• To advertise during months that will align with the CSUF Center of Entrepreneurship’s agenda for Fall,
Spring, and Summer.
• To use platforms geared towards our main target market.

33. 30
Direct Mail
Direct mail offers one of the most consistently effective forms of advertising. Since direct mail has worked
best for the Center of Entrepreneurship, it is important to continue to use it.
• Personable: Direct mail postcards will be customized to include names and other personal information.
This personalized touch means that customers are more likely to take note of our message.
• Targeted: Our campaign is tailored for a specific audience, business owners.
• Traceable: The success of the campaign can be tracked by observing how many postcards are sent out.
Cost: $40,000
Impressions: 19,500
Flyers & Brochures
These are materials where we can print the message we
desire and distribute to our target audience. Whether they
have never heard of or would like to learn more about our
consulting services, these two types of mediums will help
educate local business owners/entrepreneurs.
Cost: $200/month
$2,400/year

34. 31
Media Plan
LinkedIn
Effectively LinkedIn will be used to quickly engage ideal customers and showcase the benefits of hiring our
consulting firm. Given that LinkedIn is considered to be the online world for business professionals, we
would reach out to our main consumers and encourage LinkedIn members to share and recommend our
services. LinkedIn will also be used to create a company profile for the Center of Entrepreneurship.
• B2B advertising
• Target specific markets (industry/company size)
• Set own budget with PPC
Cost: $6,000
Impressions: 3,000
Online Website
Editing and enhancing the current online website for the Center of Entrepreneurship is imperative.
Simplifying and eliminating some of what is already on there will make it easier for viewers looking to find
information and gives us the opportunity to prove our credibility. In this day and age many people are more
likely to visit a website before going to a physical location so it is important to make a good first impression.
Tracking the number of people visiting will allow access to the progress of the website.
Cost: $0

35. 32
Orange County Business Journal
The Orange County Business Journal is the ideal way to target the high-end consumers we wish to acquire.
Newspaper ads provide a way to deliver a timely message to an audience in a certain geographic location.
Credibility is also high because readers associate the ad content with the factual nature of the news.
Additionally, ads on the website allow us to reach out to young entrepreneurs who do not read
the newspaper.
• 88% of readers are top management
• 63% are business owners or partners
• 76% of readers are millionaires
• Weekly circulation for print is just under 21,000
• Unique monthly visitors on the website is approximately 40,000
• Fastest growing business market in Orange county
• Cost: $11,610 including web ads
• Impressions: 80,000
Cost: 1/8 page: $12,580 (6x)
Impressions: 41,814/print & 80,000/web
*price includes web & print ads

36. 33
Media Plan
Arena & Stadium Spectaculars
Arenas and stadiums could be used to reach a captive audience with guaranteed circulation, demographics,
excellent visibility and size impressions, plus the possibility of TV exposure. Given that our geographic
location for our target audience is Southern California, we could focus on nearby locations such as:
• Honda Center
• Angel Stadium
• Titan Stadium/Gym/Field
• Cost: $4,500-$15,000/game
• Impressions: 38,680/Attendance
• 107,000/Television
Cost: $4,500-$15,000/game
Impressions: 38,680/Attendance
107,000/Television

37. 34
Why it works
Our goal was to effectively utilize the $60,000 dollar budget through a variety of mediums, but also present
other possible media opportunities that may enhance your exposure. Establishing a presence across multiple
media platforms and media outlets will create a buzz about the Center of Entrepreneurship. Displaying
spectaculars with a local professional sports team, such as the Angel Stadium, will increase the budget by
26.63% to $75,980; however, we estimate a 100.9% increase in total impressions. Overall, we expect to
increase your total 24,000 impressions by 1108% after this campaign.
Total Spent: $75,980
Total Impressions: 289,994

38. 35
Media Plan
Media Flow Chart
• Direct mail reaches anywhere between 15,000 - 24,000 Orange County Businesses
• Orange County Business Journal (PRINT) has a monthly circulation of 20,907
• LinkedIn page impressions are measured by followers
• LinkedIn targeted ads will be pay-per-click set to a $500 max for 12 days
• Website impression can be measured with traffic to the page
• Orange County Business Journal (WEB) has over 40,00 unique monthly visitors
• Orange County Business Journal (PRINT & WEB) prices includes the 4-color net charge
• Angel Stadium's current average attendance is 38,680. (2016 season)
• In 2015, The Los Angeles Angels of Anaheim had an average HHR of 1.89 or 107,000 households
tuned in to Fox Sports West (Nielsen)
6th 13th 20th 27th 4th 11th 18th 25th 1st 8th 15th 22nd 29th 5th 12th 19th 26th 3rd 10th 17th 24th 31st 7th 14th 21st 28th 5th 12th 19th
June July August September October November December

39. 36
Format Impressions Budget Total Spent
Regular: 4.25 x 4.6" 19,500 $769.23/week $40,000
1/8 Page (H - 4-7/8"w x 3-1/4"h) 41,814 $1,048.33/2 months $6,290
Giant: 8.5 x 11" n/a $200/month $2,400
n/a n/a $0 $0
(160 x 600)(300x250)(728x90) 3,000 $6,000 $6,000
(160 x 600)(300x250)(728x90) n/a $0 $0
1/8 Page (H - 4-7/8"w x 3-1/4"h) 80,000 $1,048.33/2 months $6,290
38,680 (attendance)
107,000 (tv ratings)
$75,980
Center for Entrepreneurship
Flow Chart
Media Channel
Out-of-Home
LinkedIn Page
Direct Mail
Print
Orange County Business Journal
Flyers & Brochures
Web
Social Media
LinkedIn (targeted ads)
$15,000 (max)
Orange County Business Journal
Website
Angel Stadium n/a $4,500-$15,000
12th 19th 26th 2nd 9th 16th 23rd 30th 6th 13th 20th 27th 6th 13th 20th 27th 3rd 10th 17th 24th 1st 8th 15th 22nd 29th
MayDecember January February March April

40. 37
Why It Works
The Center for Entrepreneurship’s Small Business Institute offers Student Consulting Services mentored by
seasoned professionals that overlook clients’ business’ human resources,business strategies, marketing,
operations and finances. The current challenge that they face is the lack of presence in the business
consulting community as well as a need for increased return on investment for the Student Consulting
Program’s methods of recruiting clients. We have examined the brand and developed a strategy that will
reach the Small Business Institutes's target audience more efficiently. The target audience consists of a
college graduate between the ages of 30 to 54 and in the upper to middle class; one that owns a small
to medium sized business in Orange County. The Student Consulting Program’s competition includes
University of California, Irvine’s Paul Merage School of Business, Cayenne Consulting, and SCORE. All of
these competitors are located in Southern California and maintain consulting services similar to Center of
Entrepreneurship at California State University, Fullerton.
To find presence in the business consulting community, we believe that direct mail is an effective medium
with the alumni community and other business professionals in Southern California. We also recommend
to utilize other platforms such as LinkedIn, OC Business Journal, flyers and brochures, and the possible
opportunities with spectaculars. These mediums target the audience that we plan to attract by providing
information that guides potential clients to the website. We also see an opportunity to reach higher revenue
business owners by utilizing our close locations to two larger sport arenas that use spectaculars. The
spectaculars in these arenas are viewed not only by various arena audiences, but by the people watching
the game via television or live stream. Vitamin AD has multiple creative concepts that are rationalized by
our Creative Brief. These concepts are shown through advertisements on platforms that will work with the
budget. We have promotional proposals that will connect new and/or current clients to the website.

41. 38
After conducting extensive research for the Center for Entrepreneurship, Vitamin AD believes that utilizing
new and different advertising platforms will lead to an increased return on investments for the Small
Business Institute and will reach larger revenue businesses in Southern California. These mediums will not
only reach business professionals needing guidance through direct mail, but will also reach them online, on
print, and on the sides of a business owner's favorite sports facilities. Once business owners have had these
opportunistic consulting services brought to their attentions, the Student Consulting Service will take the
lead from there, providing a fresh perspective and strategy to drive businesses to success.

42. 39
Meet Our Team
Renee Cooke, Allison Poehling, Shen Thoo,
Denae Holman & Morgan Davis
Account Planners
Carley Lassalette
Account Executive
Kayla Kremer
Account Executive
Keith Kessler
Chief Executive Officer
Regan Norwood, Israel Perez &
Thuan Nguyen
Media Department
Justina Beacom & Veronica Garza-Dargatz
Creative Department
Claudia Tehrani & Adrian De La Torre
Creative Department
Brandon Viola & Trevor Cigich
Creative Department
Daniel Busch, Stephen Harris &
Daniel Lagunas
Creative Department
Yvette Guillen & Jasmine Hanney
Creative Department
Michelle Luo & Marissa Sesto
Creative Department
Randy Ramirez & David Marabella
Creative Department

43. 40
Appendix
Survey Questions
Survey: http://fullerton.qualtrics.com//SE/?SID=SV_eYgBvagr3Z3kvvT
Online Survey:
1. Do you own a business?
2. If no, have you ever though of owning your own business?
3. Have you ever heard of universities offering consulting services?
4. If so, how did you hear about these consulting services?
5. Do you read any business magazines or journals?
6. How do you keep up to date in your industry's news?
7. Do you attend industry specific events?
8. How do you expand your professional network?
9. Are you active on any social media platforms (LinkedIn, Facebook, Twitter)?
10. Do you follow any blogs?
Intercept Survey
1. Are you interested in opening your own business in the future?
2. What resources will you use to guide you through the process?
3. Are you aware of organizations that offer guidance at no cost?
4. Have you read about the success of entrepreneurs? If so, where?
ICEBREAKER: Name, most influential person they know, type of business they own/would like to own

44. 41
1. What made you interested in owning a business?
2. What is, or would be, the most rewarding aspect about owning a business?
3. How do you or would you gauge the success of your business?
4. How do you gauge the success of a business?
5. What resources were used to help you on your journey in growing your company?
6. What resources would be used to help you on your journey in growing your company?
7. **How did you receive help, aid, or guidance in facing those challenges during the start up?
8. Where do you think you would find those resources?
9. How do you keep up to date on your industry news?
10. What organizations are you aware of that help small businesses succeed?
11. If you could improve on one aspect of your company, what would you improve?
12. How do you feel about graduate students helping your business?
13. How do you feel about graduate students helping a business to improve strategy?
14. How much would you invest in a consulting service to improve that aspect?
15. How effective do you think consulting services are?
16. Have you used a consulting purpose in the past? What for?
17. Have you use a consulting service in the past? What for?
18. If so, how did they help your business? How did your business change?
19. For people that don't own a business, what makes you a repeat customer to businesses in your area?
20. What social media platforms do you use and why do you think they are effective?
Appendix

45. 42
Focus Group Transcript
Person 1: Royce, wants to start business
Person 2: Jared, start clothing company
Person 3: Wendy, Millers Automotive
Person 4: Claudia, Chunk N Chip, From Fullerton Flyers
Person 5: Courtney, Finance major, dad has two Italian restaurants, 90% chance wants her own, existing
restaurant
Person 6: Matthew, clothing line that gives back to wildlife, four years ago
1. What made you interested or interests you in owning a business?
- 1: in high school attempted clothing, liked ability to work for themselves, earned everything they got,
could push results as far as they want, mainly no boss.
- 2: uncle found Volcom, other RVCA, interned, starting to dive in and how can they move forward.
- 3: wasn’t planning on owning business, was partner in manufacturing company, opportunity just
presented itself, didn’t want to be in corporate setting.
- 4: had done corporate marketing, started small just selling cookies on the side but with background in
marketing came the opportunity, would rather work the hours for her own business and not someone
else, would have given it more careful thought, have to have entrepreneurship spirit, ongoing all
consuming thing to start a business, her own values have transcended them into the brand, which is
what keeps entrepreneur going.
- 5: grew up doing it, couldn’t see herself working a 9-5 or being in any different environment, likes that
business and creativity combine.

46. 43
2. How do you or would you gauge the success of your business?
- 1: didn’t know what success looked like or seemed like, idea of branding was big, friends being in their
clothes was one of the best parts, they just went for it.
- 2: RVCA and Volcom staying true to what they are and what their values are, becoming bigger but still
staying original, for them it was giving back but not losing what you started.
- 3: profitability, has same employees from when she bought it is a huge success, takes being an employer
very seriously, yelp reviews and customer feedback is big for success, have to have the bottom line.
- 4: constantly thinks about values, community, profitability, creative part, how the customer responds,
anyone can sell a dessert, but if you create that smile and nostalgia of childhood then their job is done,
wow factor is big for them, you normally put yourself last as a business owner.
- 5: likes knowing that they added value to the city of Mission Viejo, heard someone say they were
“fortunate” to have restaurant there, to see hard work pay off, to see employees stay for a long time,
profitability, “if you aren’t making money in 2-3 years, its a hobby”, seeing hundreds of people go through
the day and smile is a success.
3. What resources were used to help you on your journey in growing your company?
- 1: resources were big, knowing people who could silk screen, YouTube.
- 2: family is a biggest resource, already had successes and failures, good source of advice.
- 3: business international DNI has been big to get word out about business, trains a lot in classes and
consultation so has taken advantage of that, social media.
- 4: network, used SCORE, SBDC, as an owner you cant know every facet of your business, but you can hire
the best people, network is essential.
- 5: people outside that have great non-bias opinions, a lot of business related books.
Appendix

47. 44
4. How many have used outside consulting?
- 3: has used automotive specific industry training, got in touch because they offer all day classes in area
and got exposed to them that way.
5. Would you use a consulting service and what for?
- 2: financially based more since he doesn’t have a background in it, would be good start.
- 3: in recession was hard, lost a lot of fleet accounts, consulting helped transition to a more retail side,
which became more stable for them.
- 6: never used consulting service but would contract individuals in.
6. About creating business
- 3: had gotten MBA so had experience, created for loan, business plan is huge part of how they operate,
you don’t just set it aside.
- 4: same with 4 had to create a business for loan, Internet was big resource, looked at similar business
templates, don’t require business plan to be that lengthy but mainly focus on finances.
7. Is there a certain amount that you would be willing to pay for a consulting firm?
- 4: depends how bad you need it, said was smart of 3 to bring one in during recession in a do or die time.
- 3: doesn’t look at it as a cost, looks at it as an investment, spent same amount of money she did on
advertising that didn’t work.
8. When you are looking at a consulting service, how do you measure it to be a good investment?
- 3: something that wasn’t working for something that would, dollars for dollars, looked at other close by
shops that used same services, more than a testimonial, seeing other results was big. Got 5 or 6 times.

48. 45
- 6: good for when you don’t have time to do something, consulting agency would be better than you
fumbling around a ton.
9. First reactions on a student consulting service
- 1: does the consulting but thinks that cost difference would be big, value in being a part of the learning
experience for students, business owners that jump on like to be a part of the learning process.
- 2: important to know that it was overseen, making sure that it is checked and rechecked, cost wise could
be very effective, good for students to grow.
- 3: good value associated with risk because students as opposed to seasoned professionals.
- 4: with SCORE you do a lot of the legwork as the owner, you have to go talk to different mentors, with
consulting they are guided and aren’t totally on their own, are familiar with current trends brought
comfort, still a cost so is widely beneficial for small business owner who cant use large consulting firm.
- 5: as a student, says wouldn’t necessarily because all they know is textbooks.
- 6: would be beneficial to have the trendiest, newest, hippest knowledge, consulting agencies wouldn’t
necessarily be able to know what’s hot right now.
- 4: if prospects are skeptical about having students look into their business, testimonials and referrals
would be the biggest thing for reducing the feeling of risk.
10. Do you keep up to date with industry news?
- 2: social media is a good place to start and biggest player, keeps up on news but it doesn’t affect him as
much right now.
- 3: gets tons of info about manufacturers, picks and chooses but there is way too much for her to even sift
through.
Appendix

49. 46
- 4: instead of having information come to her, as small business owner you are always trying to network,
to host a table at a chamber commerce event, etc. or with BNI (largest business network
organization, separated into chapters), has space for people to come in and present things.
- 5: views NRN.org (nation restaurant news) for reports, trends, etc., looks at Instagram for small
independent places, INDIS on library website has industry reports.
- 6: looks at everything from magazines, to trends to competition, his industry relates to music, sports, pop
culture, etc., Instagram, Tumblr, being ahead of the curve is important, looks at blog from The Hundreds
that has trendsetting for the industry.
11. How can a consulting service be more accessible for you? Would first free session help?
- 1: Google would be best.
- 2: Internet would be first, talk to people you know in industry and see who they use, would trust familiar
opinion over something like yelp review, first free session would help because could introduce you
to a ton of ideas you didn’t know of.
- 3: personal referral and testimonials, visit or call past clients, availability to talk to someone and not just
fill out a form or watch a video on it, success stories are key.
- 4: referrals, was told by a mentor who’s opinion was valued.
- 5: asking people that are important to you or have done things that are important to you.
- 6: referral matched up with a clear description of what they can provide, understandable and easy to
read and simplified.
Final Thoughts: Want to see a track record and referrals, testimonials. Almost all participants said they would
use a network source (family, friend, someone they already know) to see whom they would refer.