Target Audience Our major target audience in the IMC plan is the students in different faculties at University of PEI. Based on our group members’ personal experience and simple surveys we made, our group estimated the whole students at UPEI need to print out more than 3,000 papers of average 50 pages at total in one single semester. This is a big market, whose value exceeds $150,000 per year, for any printing businesses. Syntrak, however, has seldom reached this market segmentation before. We recommend Syntrak to enter this market is because students want to print their papers in superb layout and high quality with a competitive low cost, and that requirements exactly match what Syntrak is offering. The other major reasons we make efforts to reach these target audiences are the large demand in this market and the market’s potential long-term relationship with Syntrak. Syntak’s revenue in 2013 was around $284,200, but the value of the whole market at University of PEI is projected to be more than $150,000 per year. Admittedly, Syntrak does not have the capability to occupy that whole market at the moment, but even a small portion of this market could generate remarkable revenue for Syntrak. Secondly, Syntrak has outstanding reputation among its existing customers, and it does have great competitive power. This can be proven by its high customer retention (around 90%). On the other hand, UPEI is a substantial market for printing business; its printing demand will probably go up in the future as the university is still in expansion. Thereby, it is an opportunity for Syntrak to develop long-term relationship, or even a partnership, with University of PEI.

IMC Objectives To obtain our final goal to develop the UPEI market, we define our specific IMC objectives from two different aspects as below: • Get more than 300 printing orders from