Department - Author 1

Dairy Science Department

Degree Name - Author 1

BS in Dairy Science



Primary Advisor

Stan Henderson


The objective of this senior project is to develop a sale catalog to use for a purebred dairy cattle sale. After economic hardship fell on the Cal Poly dairy in 2009, industry supporters and dedicated students suggested the dairy host a sale. Not only did this sale provide an opportunity for positive public relations with various industry members, it was also a source of fundraising for the dairy’s operating costs and departmental student activities. The project determined the best (and most current) software to use for the design and layout, marketing and advertising for the greatest economic returns, and analyzed other examples of sale catalogs (including professional examples, other university examples and amateur samples). The budget and profits were compared to determine the profit margin for the sale and analyze the effectiveness of the marketing techniques. Step-by-step processes were included and follow the catalog from design to print. Several print advertisements and the catalog were created by this project and are included in the appendix. In conclusion, this project determined the greatest return on advertising and posting the catalog came from online sources. Additionally, this led to a sale profit—noting the average live Holstein cow lot in the sale sold for $3000 and the average live Jersey sold for $2700.