The document contains summaries of 4 marketing projects completed by Kimberly Bak for various courses. The projects include: 1. A sports marketing plan for the Los Angeles Clippers focusing on ticket sales. Research was conducted and strategies recommended to increase ticket sales. 2. A market research report for Mihaylo College examining how the college brand is communicated to students. Research was done and recommendations provided to improve the college website and brand messaging. 3. A Google AdWords campaign strategy plan for Jimmi's Bar & Grill to increase website traffic and meet business goals. The campaign ran for 3 weeks and achieved some but not all goals. 4. A project for OneLegacy focusing on developing marketing strategies.

1. Portfolio
Kimberly Bak
December 2013

2. Table of Contents
Executive Summaries...................................................................................................................
Sports Marketing (Los Angeles Clippers) ......................................................................................
Market Research (Mihaylo College)...............................................................................................
Marketing Information Systems (Jimmi's Bar & Grill)................................................................
Developing Marketing Strategies (OneLegacy)............................................................................

3. The Los Angeles Clippers: How Many Tickets Can You Sell?
A Market Research/Strategic Marketing Plan
Marketing 430 - Sports Marketing
Instructor: Dr. Howard Forman, CSUF
Description and Goals of the Assignment
The Los Angeles Clippers are a professional basketball team based in Los Angeles, California.
Since 1978, the Los Angeles Clippers have provided an inexpensive, fun night for fans. However,
since the mid-80’s, the Clippers have been regarded as the somewhat inferior NBA team in the
Los Angeles area, second to the Los Angeles Lakers. Nevertheless, stars Blake Griffin and Chris
Paul are revolutionizing Clippers basketball. These stars combined with other entertainment
efforts and strategies on behalf of the Clippers are paving the way for the Los Angeles Clippers to
be a dominant team in Los Angeles. The Clippers face a lot of competition proving the
importance of adequate positioning on behalf of the team. As a group, a marketing plan was
developed for the Los Angeles Clippers and presented at Staples Center. The focus of the project
was based on selling Los Angeles Clippers tickets.
Methodology
In order to develop a marketing plan, research was conducted to better understand the Los
Angeles Clippers and entertainment choices in Los Angeles. After collecting informative data,
both a pre-game and post-game survey was developed to understand the attitudes, personality,
and characteristics of individuals living in Southern California. The purpose of collecting data
was to answer the question: what is the best approach to selling these Clippers tickets?
The two best selling strategies recommended were:
 The top strategy that worked best was posting the tickets on the school website. At least
75% of tickets were sold this way. College students responded to the post, which boasted
“heavily discounted Clippers tickets”. The posting also had a flyer attached to help sell
the game. This strategy worked so well that demand was greater than supply. A desire
among the customers, college students in particular, was created, who then demanded
tickets (pull strategy). Students are always seeking forms of affordable entertainment,
making this posting on the university’s website a successful strategic tactic.
• Word of mouth was also utilized by telling friends and family that tickets were being
sold, as well as announcing it in our classes. This helped to sell at least ten tickets.
• The selling of tickets was posted throughout various social media sites; utilizing
Facebook and Instagram in particular. This definitely helped sell tickets (at least nine
tickets), but not nearly as much as was expected. Nine out of the total eighty-eight tickets
sold is only 10%; it was expected that social media would sell much higher than this
figure. The reasoning behind expecting a larger number of sales through social media
was that the young age bracket that were targeted are the majority of people on social

4. media; furthermore, these tools reach a large number of people in a very short amount of
time.
Recommendations
 One recommendation is to have more in-game promotions such as a T-shirt toss. While
there are some T-shirt tosses during the game, attendees in the 300 level seats were
unable to receive or take part in the promotion because the shirts could not reach them
without a shirt cannon device. By having more T-shirt tosses with cannon devices to
reach the top levels, the Clippers can make consumers even more satisfied.
 Another way to get fans engaged in the game and gain more attendance/lifelong fans of
the team would be to incorporate a mini game at half time. The mini game would feature
kids from the local National Junior Basketball leagues around the Los Angeles area and
would let the kids get to play on the same court as some of their favorite players. Not
only does this look good for the organization as a community outreach program, it also
would help with marketing and selling tickets because the families of the kids would
want to attend the games.
 Moreover, the respondents that stayed on the third floor were unhappy with the
selection of food and drinks. By inputting more food and drink kiosks, this will help to
decrease the queue time as well as increase sales. Kiosk vending machines would make a
great addition for faster service, shorter lines, and would appeal to the younger
generations targeted.
 Finally, the Clippers can increase the amount of giveaways provided for attending
multiple games. Currently, the Clippers only have six giveaways; consumers are not that
happy with some of them. However, giveaways can be expensive; so, instead of just doing
more giveaways for certain games, the Clippers could create a “ticket mini-plan”. The
plan could be set up in such a way that if consumers purchase tickets to a certain amount
of games, then they receive a particular giveaway. For example, if a customer purchases
tickets to five games, that customer is entitled to the ‘Red Package’ which includes two
free sodas and hot dogs at each game. If a customer purchases eight games, that
customer receives the ‘White Package’, which includes everything in the Red Package
plus two free t-shirts and the option of switching sodas to beer. Finally, if a customer
purchases ten or more games, that customer will be entitled to the ‘Blue Package’ which
includes everything in the Red and White package as well as two free tickets to a
promotional game of their choice. This helps to increase giveaways while alleviating
costs.
Personal Reflections and Contribution
Our group sold the most tickets among the class with a total of 88 tickets. Our initial goal was to
sell 60 tickets, but our selling techniques allowed for even greater success. Our group earned a
95% on this semester project. My duties and responsibilities for the project included selling
tickets, editing the project for clarity, designing both online survey charts, implementing SPSS
statistics on the survey, contributing to recommendations section, assisting with results section,
communicating to attendees at the game for the post-game survey and other responsibilities as
needed.

5. Mihaylo College: Developing the College Brand of Communication Interaction
A Market Research Report
Marketing 379 - Market Research
Instructor: Dr. Stuart Atkins, CSUF
Description and Goals of the Assignment
The objective of the research done by Momentum Research Group for the Mihaylo College of
Business and Economics was to determine effective avenues by which the College could
communicate its brand with students. Specifically, extensive research was done to define the
usefulness of the Mihaylo College website as a central source of information according to current
student perceptions. In addition to the website, Momentum Research Group surveyed students’
use of online tools, including social media, as a way for students to receive information about
Mihaylo College. Finally, the research also focused on which services offered by the College were
most utilized, and if the availability of such services was effectively communicated with
students. The combination of research on the Mihaylo website, online communication tools, and
the various services offered by the College resulted in a comprehensive set of recommendations
that will further assist Mihaylo College with its goal of effectively and consistently
communicating its unique brand.
Methodology
The results of Momentum Research Group’s study derive from three different sources, which
include secondary research on branding and university websites, in-depth interviews with
current business students, and an online survey. To address the specific needs of Mihaylo
College, Momentum Research Group designed a research process with a direct focus on
unveiling the perceptions, feelings, and needs of current California State University Mihaylo
College Business Undergraduate Students.
Recommendations
Based on the marketing research conducted, Momentum Research Group recommends the
following actions be taken by Mihaylo College of Business and Economics to better position its
brand and further develop its communication efforts.
1. Mihaylo College Website
 Interactivity: Making the website more interactive by using a design that is easy
to access, view, and digest. The current website design is hard to navigate, and it
does not provide a pleasing atmosphere for students. This could possibly be
achieved by creating more linkage between the Student Portal and the Mihaylo
website.
 Achievements: The Mihaylo College website should better highlight its
achievements and accreditations. By presenting them in a way that highlights
what the accreditation means and allows students easy access to the meaning, the
school will better achieve the brand perceptions with its students.
 Information: The Mihaylo website should attempt to keep its information
relevant and current for students by highlighting the happenings of the college.
This can be achieved by incorporating an interactive events calendar to highlight
the many opportunities for students provided by Mihaylo College.

6.  Social Media Integration: Mihaylo College is currently utilizing different
social media channels consistently and effectively. All of Mihaylo Colleges' social
media channels should be tools that link students back to the Mihaylo website as
the main information source. By linking the social media channels, the Mihaylo
College will have stronger control over the information communicated with its
students.
 Professors: Responses by students continually noted the interest in
information about Mihaylo College professors. The professors of Mihaylo College
each have their own impressive resume of achievements that add to the prestige
of Mihaylo College as a whole. These achievements should be highlighted and
communicated to students through the Mihaylo College website. This can be
achieved by putting this information in an easily accessible location within the
Mihaylo website or BizBlog that highlights each professor using personal
biographies, photos, and accomplishments. For example, Mihaylo College can
highlight a professor each month and use the social media channels to link
students back to the chosen professor’s highlights page within the Mihaylo
website or BizBlog.
2. Background Image of Business Computers
 The background image on all Mihaylo College computers is an important
resource for the school to communicate with students. Currently, this resource is
being underutilized. The image shows the Mihaylo Building, and highlights the
office locations for a small number of Mihaylo services. Mihaylo College can
better utilize this highly visible resource by promoting information that adds
value and reinforces the message of the College. Also, to increase the absorption
of this information, Mihaylo College should change this image periodically
throughout a semester.
3. Consistent Brand Message and Logo
 Mihaylo College wishes to establish a brand perception and awareness that is
congruent with the vision and mission it attempts to promote among students.
The issue with the current branding efforts is that Mihaylo College lacks a
consistent logo, tagline, and message across all the different communication
platforms. For example, multiple logos used across all the platforms to represent
Mihaylo College. This incongruence among the different platforms creates an
unclear message to students. To strengthen the logo, and the meaning behind it,
Mihaylo College should also establish a consistent message and tag line that is
also congruent across all platforms.
Personal Reflections and Contribution
Our group (Momentum Research Group) developed a 60 page research report based on Mihaylo
College of Business and Economics. We earned a 94% on the project and presented the project
to several Mihaylo College faculty members. I was named the team leader for the project. My
duties and responsibilities included researching college brand articles, developing the online
survey, assisting with the design of the in-depth interviews, producing the secondary research
section of the report, assisting with the PowerPoint presentation, using SPSS statistics for the
online survey and in-depth interviews to gather additional characteristics and information,
writing the survey results sections, developed recommendations, and assisted with editing the
final report.

7. Jimmi's Bar & Grill: How Many Clicks Can We Earn?
Google AdWords Campaign Strategy Plan
Marketing 353 - Information Systems Marketing
Instructor: Dr. Catherine Atwong, CSUF
Description and Goal of the Assignment
Jimmi’s Bar & Grill, located in Fullerton, California, is a family-owned bar serving the
community of Fullerton, which mainly include blue collar workers and older gentlemen. Owner,
Mr. Jimmie Bak, has been running this business since 1999. Jimmi’s Bar & Grill offers a wide
variety of alcoholic beverages for their patrons, ranging in different types of beer, wine and
liquor products. Jimmi’s Bar & Grill currently has five part time employees who bartend
Monday through Sunday from the hours of 11:30am to 2am. Jimmie Bak and his family run all
the day-to-day operations of the company. As a group, we developed a 3 week Google AdWords
campaign for Jimmi's Bar & Grill.
Methodology
Prior to using Google AdWords, Jimmi’s Bar & Grill’s website received 40 clicks during the three
week period prior to the campaign. The goals for Jimmi’s Bar & Grill were getting college
students to the establishment, helping increase alcoholic beverage sales from $150,000 to
$180,000 and increasing brand identity. In addition, we emphasized the objective of driving
traffic to the website to increase awareness of the brand and achieve Jimmi’s Bar & Grill’s goals.
Therefore, Google AdWords was used to help drive traffic to the website and achieve a Click
Through Rate (CTR) of 1.2% and maintain an Average Position (Avg. Pos.) of 1.3. Three
campaigns were created to achieve these goals: Promotions, Brand and Entertainment.
Findings
According to Google Analytics, the website received 320 clicks while using AdWords during the
3 week campaign period, which is a significant increase in site traffic. The overall CTR of .20%
didn’t exceed 1.2%. Moreover, the average CPC was $.90 which met the anticipated goal of
<$1.00; this was because the majority of the clicks came from keywords with high Quality
Scores and very low CPCs. The goal of achieving 250 clicks was not accomplished; we were short
by 84 clicks. Lastly, with a final Average Position of 3, the goal to obtain an Avg. Pos. of 1.2 was

8. also not met due to more competition than originally expected. In spite of not achieving all the
goals, the campaign was successful and generated more college students appearing at the
establishment and increased sales for Jimmi’s Bar & Grill. The overall goal of this campaign was
to increase traffic to Jimmi’s Bar & Grill’s website in order to meet the goals of 1) getting college
students to attend the establishment, 2) increase sales revenue from $150,000 to $180,000 and
3) increase brand identity. Three AdWords objectives were set in the Google Challenge Pre-
Campaign Strategy Report to achieve the above objectives: 1) do not exceed an average CPC of
$1.00, 2) achieve a CTR of over 1.2% ($250 as the budget/$1.00 average CPC= 250 clicks out of
20,833 impressions), and 3) maintain an Avg. Pos. of 1.2. We focused primarily on having a high
Average Position by highly relevant ads and a low CPC by utilizing long tail keywords with high
Quality Scores.
Three AdWords objectives were set in the Google Challenge Pre-Campaign Strategy Report to
achieve the above objectives: 1) do not exceed an average CPC of $1.00, 2) achieve a CTR of over
1.2% ($250 as the budget/$1.00 average CPC= 250 clicks out of 20,833 impressions), and 3)
maintain an Avg. Pos. of 1.2. We focused primarily on having a high Average Position by highly
relevant ads and a low CPC by utilizing long tail keywords with high Quality Scores.
The overall campaign resulted in driving more traffic to Jimmi’s Bar & Grill’s website. We spent
$250 out of the $250 budget. In addition, we did not surpass the 1.2% CTR goal and the result
was .21% CTR. We had a goal of 1.2% for the Average Position and our final result was 2.0. This
was feasible because there was a low competition for the keywords used in the campaigns. In
addition, the final count of impressions was 78,035 and the original goal was 20,833
impressions. This was a contributor to the low CTR rate. The use of Google Tools such as the
Opportunities Tab, Traffic Estimator, and Keyword Tool were beneficial in achieving this goal.
Recommendations
Given the increase of traffic to Jimmi’s Bar & Grill’s website during the campaign, we
recommend Jimmi’s Bar & Grill continue to use Google AdWords. The Brand and
Entertainment Campaigns generated the highest CTR and therefore should be continued. If
Jimmi's Bar & Grill want to continue using AdWords in the future , we believe the campaigns
had successful ads and keywords. If Jimmi’s Bar & Grill is committed to increasing their
promotions campaign, the ad examples have a good start with impressions and average position.
AdWords is a great tool for increasing online presence in an easy, cost effective manner.
Personal Reflections and Contributions
As a group, we received a 95% on this project with the development of the pre and post
campaign reports and PowerPoints. I served as the team leader for the project. I assisted the the
design and development of the website. My duties and responsibilities included assisting with
the implementation of the budget for the campaign, developing the proposed strategy,
determining the three campaigns, designed the AdWords advertisements on Google, assisted
with editing the pre-campaign report and PowerPoint, assisted with editing the post-campaign
report and PowerPoint, learned the voice over technology for PowerPoint, developed graphs for
the reports and PowerPoints, and other duties as needed.

9. OneLegacy: Inspire Others to Walk/Run for Donate Life
A Strategic Marketing Plan
Marketing 489 - Developing Marketing Strategies
Instructor: Dr. Aubrey LeBard, CSUF
Description and Goals of the Assignment
OneLegacy is a non-profit organization dedicated to saving lives through organ and tissue
donation in the greater Los Angeles area. OneLegacy is committed to being a trusted tissue
recovery organization which works with hospitals, transplant centers and donation partners to
inspire individuals, families, and communities to save lives as organ and tissue donors. In
addition, OneLegacy is committed to continuously improving the quality of practices,
performance, and service to the community. OneLegacy presents an annual Walk/Run event at
California State University Fullerton. The goal for the marketing plan is to increase marketing
and advertising exposure to current Cal State Fullerton students.
Methodology
In order to increase the marketing and advertising exposure for DonateLife/OneLegacy,
research was conducted to further understand the organization and the Donate Life Run/Walk.
The research consisted of the website, brochures, two books, and three meetings with
OneLegacy's Director of Communications. By understanding the objectives, action was taken to
further understand marketing and advertising requirements on the Cal State Fullerton campus.
With assistance from professors and the Cal State Fullerton website, information was
determined about the Student Organization Resource Center. The Student Organization
Resource Center overseas questions and information about Cal State Fullerton events on
campus.
Recommendations
1. OneLegacy Club on the Cal State Fullerton campus:
 With the annual event of the Donate Life Run/Walk at California State University
Fullerton, OneLegacy will become an official club on campus to further reach college
students. In January 2014, OneLegacy will submit an application form, four email
addresses, and a constitution draft to the student body. After OneLegacy receives a
Recognition Status Approved email, the club will be fully implemented on campus.
OneLegacy will be able to increase the marketing and advertising exposure on the
California State University Fullerton.
2. Marketing and Exposure on campus:
 Student Portal posting: OneLegacy will also be able to post on the California State
University Fullerton student portal. All student clubs and organizations can utilize the
student portal for event promotion. OneLegacy will email the posting request to the
Student Organization Resource Center. The email address is sorc@fullerton.edu. The
email subject line must state 'Student Portal Posting Request'. The request will be
processed in 5 business days. A student portal posting will be seen by every student who

10. accesses the portal, which will significantly increase exposure for the Donate Life
Run/Walk.
 Titan Student Union electronic message board and display televisions:
OneLegacy will also utilize the Titan Student Union electronic message board and Titan
Student Union display televisions. OneLegacy already has the application form and will
submit the application to the marketing office. The electronic message board will display
the event for a maximum of fourteen days. OneLegacy will be able to write a short
message with certain colors. The electronic message board is visible while walking into
the Titan Student Union cafeteria. The message board will allow for additional exposure
for the Donate Life Run/Walk event.
 Titan Walk table: OneLegacy will utilize the Titan Walk tables for active student
involvement. In the center of the California State University Fullerton campus,
OneLegacy will be able to set up a table to interact with students. The OneLegacy club
members or employees will be able to pass out brochures, pens, and notepads to current
students. OneLegacy will submit a request with the Student Organization Resource
Center. The use of the tables will be free to OneLegacy. The only requirements are the
tables may only be used a maximum of three consecutive days, twelve days in a month
and only two tables per day. The Titan Walk table will further increase exposure and
interaction with current college students.
 Newspapers: OneLegacy will be able to utilize newspaper advertising. Many newspaper
affiliates have an event column and will allow a club to advertise for free. The Daily Titan
will be the preferred newspaper as it is the official California State University Fullerton
newspaper. An events column will appeal to current students and increase exposure for
the Donate Life Walk/Run event.
Personal Reflections and Contribution
I served as the team leader for the marketing plan project. I assisted by appointing designated
parts for each team member. I also attended and coordinated all three meetings with the
Director of Communications. I determined communication methods on campus. I also spoke
with several employees from the Student Resource Organization Center, the Volunteer Center,
and the club Marketing department on campus to learn more information about becoming an of
campus club. I also spoke with Kohl's Department stores and the company will donate $500
with the addition of five associates volunteering at the event. I discovered the communication
contact names/ideas for the campus and the handbook about becoming a club on campus. In
terms of advertising, I assisted the group by posting three flyers on campus. I also used
Photoshop to design two flyers for the organization. The two flyers included information about
the OneLegacy Club and the Donate Life Run/Walk. In addition, I wrote the executive summary,
product strategy, company description, consumer analysis, introduction, goals, liabilities and
risk, marketing product objective sections. Lastly, I assisted with editing the marketing plan.