Advertising Projects for the City of Rancho Cucamonga

By Thierry Brusselle

Advertising Projects for the City of Rancho Cucamonga

By Thierry Brusselle

Project Advertising Consultant,

Peggy Cartwright

Rancho Cucamonga Marketing Manager,

Francie Palmer

The Advertising Project

• The purpose of the Advertising Project is:1. For students to apply what they learned in the

Advertising Class to a real advertising need for a real organization

2. Learn relevant advertising and marketing skills3. Boost their overall confidence 4. Help students get immediate entry in Marketing and

Advertising by completing the class and providing the interviewing company with a portfolio of their work and a letter of recommendation from the Marketing Manager of Rancho Cucamonga City.

History of the Advertising & Marketing Projects

• 2001 Chaffey College Website • 2002 Junior Blind Foundation of Los Angeles• 2002 Hillview Acres Home for Abused Children• 2004 GM H2 Hummer & Cadillac CTS

• Martin L. Walsh, Executive Director Sales and Marketing Support North America Vehicle Sales, Service and Marketing

• 2005 Chaffey College AMT • 2008 City of Rancho Cucamonga: – Healthy RC Advertising Project

• 2011 City of Rancho Cucamonga: – Freedom Courtyard and Playful City

The Challenge• Students were informed that the class had been

retained by the City of Rancho Cucamonga as its new advertising firm and that the project is tangible and relevant

• Rancho Cucamonga’s Marketing Manager, Francie Palmer, presented her advertising needs/challenges to the class

• The class was broken into groups who chose an advertising challenge given by the City

• Groups presented their analysis and recommendations to the City

The Effort• During the semester, groups

brainstormed to meet the advertising need of the city with the help of their very own advertising consultant, Peggy Cartwright

• The “client” Francie Palmer checked up on the class a few times during the semester to clarify any issues and concerns regarding the process (as a real advertising client would)

Chosen Advertising Challenges

1. Three groups chose Freedom Courtyard Awareness and Fundraising Effort

Strategic Alliance with Bass Pro Shop

• The Strengths Of A Strategic Alliance

• It would bring in people from outside the community that could become potential fundraisingpeople..

• With harsh economic times many people can not donate but a strategic alliance with Bass Pro Shops could turn them into a donor.

• A strategic alliance could also let Bass Pro Shops cover the costs of some promotional ideas and concepts giving Freedom Courtyard pure profit.

• A strategic alliance between the city of Rancho Cucamonga and a huge retailer like Bass Pro Shops could lead to other future partnerships.

Chosen Advertising Challenges

1. Two groups chose the Playful City Awareness Effort

Key Playful City Recommendation

• Create an App for the City of RC• QR Code Project• New “Wanna Play?” slogan• Multiple Press Releases (p.54)• Hula Hoop Guinness World Record

in stadium on 4th of July (p.60)

The Presentation• The class presented its advertising solutions to its client,

the City.• Francie Palmer was so impressed by the students’ analysis

and recommendations that she took unprecedented steps:– she invited each of the group leaders to present to the Rancho

Cucamonga Parks and Recreation Commission January 4th 2012 – She created a letter of recommendation for each student of the

class (inserted as first page of student portfolio)– She offered marketing internships (that could lead to a paid

position after a probationary time) with the City• The “grand prize” for best overall Advertising Student was

a Paid Internship with Peggy Cartwright in the Chaffey College Marketing Department!

Fall 2012 Ad Project

Thank you!

Junior Blind Foundation