Word: chung
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Dates: during 1980-1989
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While Aiken works with Chung on those two areas, Chung's partner, George Krause '88, takes care of the administrative tasks for the college market consulting work. Chung says his college marketing work is quite distinct from the ski trip industry...
...example, JCA's college marketing branch is now working in the airline industry, Chung says. One of the firm's clients, which he calls simply "a trans-Pacific airline," has hired the firm to target the college market nationally...
...They know students are a distinct and extremely price-sensitive market," Chung says, "but they can't afford to just lower their fares across the board, so they hire us to determine what student fares should be and how to target them, without letting, say business travelers, also catch on." JCA's job is not to get students to fly more often but also to make sure that they fly the client's planes. The firm also determines how to handle promotion and ticket distribution, Chung says...
...order to reach out to other campuses across the United States, Chung hires campus coordinators "on-a-project basis." Rather than using passive media, such as blanket campus newspaper advertising, JCA targets specific groups on specific campuses and has the campus coordinators determine what would be a wise strategy for that school. He says: "We try to evaluate what our clients' advantages are and which groups on campus would be the most likely targets and how to target those groups...
...interesting active advertising features is sports marketing, which uses athletically-tied promotions. Sports marketing works especially well with college students, who are generally more active and athletic than the general population, Chung says. JCA develops programs where students participate in athletic events against other schools or student groups for fun. These events are sponsored by Chung's client...