Barrett, The Honors College Thesis/Creative Project Collection

This creative project outlines the steps taken to successfully plan and host a fundraising event at Arizona State University. In my case, this more specifically dealt with organizing a dodgeball tournament between two friendly rivals: police officers and firefighters in the city of Phoenix. All proceeds raised from this fundraising dodgeball tournament were donated back to first responders working in the city of Phoenix.

Crazed Oasis strives to create a community-based, sustainable clothing brand that looks and feels great, while creating a community that is safe and welcoming to individuals of all backgrounds. We strive to educate all about the world to provide an understanding and appreciation for all individuals and cultures. The current climate of the world is a crazy one, and the clothing industry is highly unsustainable. Crazed Oasis is creating the solution by building a community to create new friendships and connections while focusing on the important topics of the world, such as sustainability, mental health, human rights, arts and passions, and more. Through our clothing products, we will educate and create a culture of understanding through art.

Through research into Generation Z (Gen Z) as a consumer group, influencer marketing tactics and current usage, and the alcohol industry as a whole, I have worked to identify how alcohol brands can use influencer marketing to capitalize on Gen Z profits as Gen Z increasingly ages over 21 years old. Gen Z is a very connected generation of digital natives that value deals, honesty, sustainability, and activism from brands. Influencer marketing is a form of digital word of mouth marketing in which brands partner with or hire established influencers and work with them to expose their brand name and products to the influencer’s audience directly in hopes to reach the brand’s target audience. Influencer marketing is effective for Gen Z consumers because advertisements are easily scrolled past on most social networking sites, and influencer marketing is viewed as more honest and less intrusive to consumers. The alcohol industry should take advantage of the benefits of using influencer marketing to appeal to Gen Z consumers now and in the future as an increasing percentage of this generation is of legal drinking age. There are many rules and regulations set out by government organizations, other voluntary organizations and nonprofits, and social media websites that limit advertising of alcoholic products. Alcohol advertising is also regulated by individual social media policies as well. Brands should remain cognizant of these limitations, but work with influencers to build a Gen Z consumer base now as Gen Z members are growing up. Based on Gen Z values, there are a few recommendations to consider. Alcohol brands should stay away from unnecessary additives and colorings, be respectful of the cultural roots of the type(s) of alcohol they sell, use affiliate marketing programs and promotional codes with influencers, interact with other beverage brands on social media, and send product to influencers for honest reviews to appeal to Gen Z consumers.

This business plan is centered around the creation of a digital marketplace that will promote small businesses and sustainable shopping habits throughout the community and beyond. Our business decisions will be guided by our vision which involves encouraging environmentally conscious shopping habits, supporting small artists, and raising money for charity without compromising quality. In addition to our focus on creating a social media-based digital marketplace, we aim to ultimately help local artists grow their businesses and further support the causes they care about.

In an effort to create an exemplar for what brands, “Swipe Stories” is a video series that displays how brands can connect with consumers in a way that is engaging and additive to their life. The paper outlines the ideation, creation and extrapolation of the creative project as well as results that were found. Each step of the process is outlined with detail and notes to benefit both consumers and marketing professionals to understand the ways that longford content can be utilized for the shared value of the consumer and the brand.