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oai:keep.lib.asu.edu:node-1328452024-12-18T20:58:30Zoai_pmh:alloai_pmh:repo_items

132845 https://hdl.handle.net/2286/R.I.52456 http://rightsstatements.org/vocab/InC/1.0/ 2019-05 12 pages eng Elder, Jordan Tarr, Adin Todd, Lori O'Brien, Jennifer Walter Cronkite School of Journalism & Mass Comm Walter Cronkite School of Journalism & Mass Comm School of Public Affairs Barrett, The Honors College Devils on Taylor is a creative project that explores the role social media plays in<br/>establishing traditions in the current digital landscape. Contemporary marketing<br/>practices adhere to formulaic social media campaigns that we wanted to experiment<br/>within establishing the tailgate event, Devils on Taylor, as a tradition on the Arizona<br/>State University Downtown Phoenix campus. Drawing inspiration from established<br/>traditions on the main, Tempe campus at Arizona State University, we focused on how<br/>social media could grow our event to a comparable caliber of long-standing events such<br/>as Devils on Mill & Devils on College. There were three major components in creating<br/>this project: 1) creating an event with significance and meaning to the surrounding<br/>community; 2) making the given community aware and excited about participating in the<br/>event on a recurring basis; and 3) cultivating new leadership to continue executing this<br/>tradition and successfully passing it down each semester/year. Effective marketing<br/>campaigns cater to the tendencies of the targeted demographic and are imperative to<br/>modify based on the audience. Understanding the target demographic of 18-24-year<br/>olds fundamentally altered our marketing strategy for Devils on Taylor and resulted in<br/>our heavy concentration on social media. This project compares the effectiveness of<br/>marketing strategies such as Facebook, Instagram, flyers and word of mouth and<br/>develops conclusions based on the turnout to Devils on Taylor events, membership<br/>in Inferno Insiders, which is the organization that hosts these events, and the potential<br/>for these two entities to sustain themselves in the following years. Interestingly, the<br/>symbiotic relationship between Inferno Insiders and Devils on Taylor presented unique<br/>challenges. We note the consequences of creating an organization to create a tradition<br/>and project our confidence in the longevity of Devils on Taylor. Tradition Social Media Digital Marketing Affinity Devils on Taylor: Creating Lasting Traditions in the Digital Age