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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
The purpose of this paper is to elucidate the benefits and barriers of the circular economy in comparison to the traditional, single-use linear economy. The project scope pertains to a case study of a 100% reusable cup café store, conducting analysis through an environmental, financial, and social lens. Two tools were created to analyze this program. A life cycle analysis was designed to interpret environmental impacts, and a total cost assessment was designed to analyze operational financing. The main finding of this work is to ensure that reusable cups exhibit an average lifetime, quantified in the number of uses, that exceeds environmental indicator break-even points to produce a lower emissions footprint within an open population café store setting.
ContributorsSroka, Sara (Author) / Simonson, Mark (Thesis director) / Johnson, Nathan (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2024-05
Description
“Assessing the Need for a Comprehensive Web Toolkit for Brand Visual Identity” explores the imperative need for small businesses to establish a distinctive brand identity in a competitive digital marketplace. The research within highlights the profound impact of visual elements like logos, color palettes, and typography on consumer perceptions and brand association, emphasizing the strategic use of these elements in enhancing brand equity. This thesis goes on to address the gaps in current web tools that assist with brand development, particularly for small businesses with limited resources. Further, this project proposes the development of a new, more integrated, and cost-effective toolkit. This toolkit is designed to empower small businesses by providing accessible educational resources and generative design tools that simplify the creation of a cohesive brand identity.
ContributorsPrichard, Brennon (Author) / Gray, Nancy (Thesis director) / Dong, Xiaodan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
With its rapid growth and widespread adoption, TikTok has emerged as a formidable platform for marketing and brand promotion. By harnessing the app's unique features and engaging content formats, businesses can effectively reach and engage with their target audiences in innovative ways. Psychological principles prove the affects and better explain why TikTok is a great resource for businesses. This thesis outlines a survey on the app of TikTok and what type of content piqued viewers interest. After avid research conducted through surveys, psychological principles, and secondary research, this thesis compiles a list of the 5 Best Practices businesses should use when using TikTok as a way to grow their business and up their sales. These best practices will not only help them grow their audience, but gain more brand awareness to a younger generation of social media users. Overall, the immense potential for businesses to tap into TikTok's growing user base and vibrant community to drive revenue, sales, and brand awareness.
ContributorsBarbanente, Cassandra (Author) / Lee, Christopher (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
This paper delves into the strategies and practices employed by DJs (disc jockeys) in the electronic music industry to achieve success and maintain relevance in an ever-evolving landscape. In the rapidly evolving landscape of the modern digital world, both established and up-and-coming DJs face unique challenges in marketing themselves and creating a distinctive brand identity within the highly competitive electronic music industry. As the digital era continues to redefine the music landscape, traditional promotional strategies no longer suffice, and emerging DJs must navigate a complex ecosystem of online platforms, social media, streaming services, and live events to effectively promote their music and differentiate themselves from their peers. Through a comprehensive analysis of three DJs with varying levels of popularity, the study aims to identify the key factors contributing to their success, as well as areas for potential improvement. The objectives of the research are to understand the different approaches adopted by DJs, assess their effectiveness in engaging audiences and building a fan base, and offer insights into the evolving role of DJs in the digital age. The methodology involves a qualitative analysis of each DJ's career trajectory, including their musical style, branding, social media presence, and live performances. Additionally, the study incorporates survey data collected from Electronic Dance Music (EDM) fans to understand audience preferences and effective social media strategies, as well as interviews with DJs to gain firsthand insights into their experiences and perspectives. The results of the analysis reveal the diverse strategies employed by DJs to connect with audiences, ranging from innovative live performances to strategic social media engagement. Furthermore, the study highlights the importance of developing a unique musical identity and leveraging technology to enhance the live experience. In conclusion, the paper underscores the significance of adaptability, creativity, and authenticity in the success of DJs, while also acknowledging the challenges and opportunities presented by the digital age.
ContributorsHinderaker, Luke (Author) / Bauer, Hugo (Co-author) / Dong, Xiaodan (Thesis director) / Shea, Nicholas (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor)
Created2024-05
Description
Everyone can achieve greatness, and greatness comes in many forms. Our goal is to inspire individuals to find what they are great at and “find what makes you the GOAT.” TheGOATGene is a media/lifestyle company that provides people with the means to start an activity they can go try with no previous experience. Our Founders Lab Venture team completed the goal of inspiring people while giving them a community experience along with the materials they would need to go out and play spikeball and pickleball.
ContributorsSigmund, Charles (Author) / Forster, Samantha (Co-author) / Tunelius, Wesley (Co-author) / McGuire, Aidan (Co-author) / Byrne, Jared (Thesis director) / Dong, Xiaodan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05
Description
Search Engine Marketing is one of the most commonly utilized digital marketing strategies. However, it is also relatively new and unstudied. A study is necessary to address how consumers are interacting with search engines both organically and through paid sponsored results. First, information must be compiled on what the current industry best practices are when marketing through search engines. This means acquiring data on how marketers are using Search Engine Optimization and Paid Search campaigns to target their customers and potential customers. Next, information must be gathered on what current research exists regarding the consumer behavior of search engines. In other words, how, where, and why are users searching? Finally, a study will be conducted surveying 385 college students to address unanswered questions about how younger generations are searching and where the future of search lies.
ContributorsTucker, Claire (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05
Description
This thesis investigates the influence of marketing strategies on college students' engagement with nonprofit organizations, particularly focusing on faith-based nonprofits. The research delves into the challenges and motivators that influence college students' decisions to volunteer, aiming to enhance outreach efforts and increase volunteer participation. Through surveys, personal interviews, and data analysis, key themes emerged, including the lack of awareness about nonprofit organizations, barriers such as time constraints and a lack of companions, and the effectiveness of targeted marketing strategies through social media and email. The study emphasizes the importance of clearly communicating mission statements and hosting recruitment events on college campuses to enhance volunteer engagement. Recommendations are provided for nonprofit organizations and marketing professionals to improve outreach efforts and foster a culture of social responsibility and civic engagement among college students.
ContributorsVelazquez, Katherine (Author) / Gray, Nancy (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05
Description
Many long to get away from the place they call home, traveling far and wide to find something better. What people fail to recognize, in the process, is all that the place they live has to offer. Tourism professionals and local influencers work to bridge the gap between one’s lack luster perception of the place they live to encourage the realization of all the exciting things their community has to offer. Through countless social media post on platforms like Instagram and TikTok, tourism professionals and local influencers have successful captured audiences’ attention and interest. Through their posts they have been able to bridge the gap, making people realize that there is a lot to appreciate and do in the place they live.
While individuals are aware of local events in their community and unique places that their community has to offer, individuals have failed to turn that interest into actual action. Many people are stuck in their routine and fail to regularly venture outside of their daily routine. By creating an app that bridges the gap between individuals’ interest in local events and places, and actively going to places they have shown an interest in, individuals will feel happier and more fulfilled by what their community has to offer. YoYo is an app that utilizes timely reminders of places individuals have previously shown an interest in to encourage action. The following report describes the current environment and theory behind the creation of the app YoYo.
ContributorsYosick, Clarissa (Author) / Montoya, Detra (Thesis director) / Bullock, Tracy (Committee member) / Barrett, The Honors College (Contributor) / Human Systems Engineering (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor)
Created2024-05
Description
While the term Artificial Intelligence (AI) was coined in the 1950s (John McCarthy), it didn’t become relevant to the advertising industry until its most recent technological advancements, given the launch of more sophisticated programs such as ChatGPT and Midjourney. Upon the launches of these programs, the advertising industry erupted with concerns across social media platforms, with individuals expressing their fears. The main sentiment during this time tended to be negative due to advertisers fear of this unknown, disruptive technology. These concerns, not only grew from fear, but also from ethical, legal, and privacy issues that were being discovered.
While these concerns are still prevalent, many advertisers and advertising agencies have begun to adopt AI practices into their processes. Through this, they have started to discover its benefits such as automating monotonous tasks and increasing work efficiency which is ideal in the fast-paced, advertising environment. As advertisers continue to innovate and explore within this space, they identify new opportunities for how AI can be used to an agency advantage.
The purpose of this thesis is to discuss how artificial intelligence is impacting advertising agencies and their employees. Specifically, the paper investigates the threats and opportunities of using artificial intelligence as an advertising tool for agencies. I will focus on how advertisers are utilizing AI in their personal and work use, their concerns within the integration of AI, and how they are incorporating it into their personal lives as well as their career. I will ultimately compile what I have learned from existing sources with industry interviews I conduct of advertising agency employees, then offer 3 recommendations for how advertisers can navigate the unknown territory of AI.
ContributorsSchachenman, Kyra (Author) / Giles, Charles (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
In this project, I delve into the impact of AI-driven personalization on consumer behavior and engagement in the context of emerging e-commerce startups. After working with several startups at Founder LABS, I focused my attention on the application of AI in enhancing email marketing strategies. This area of research provides insights into how personalized content drives consumer engagement and improves business outcomes. In addition, I gained hands-on experience from working as a business consultant for companies such as KRUSH and Donut Peddler, solving their unique challenges and helping to optimize their operations.
ContributorsChou, Chihhsuan (Author) / Akhter, Aliza (Co-author) / Bautista, Hariette (Co-author) / Flores, Lea (Co-author) / Guan, Jessica (Co-author) / Kim, Min (Co-author) / Qin, Annie (Co-author) / Shosten, Madison (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05