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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
Music, which is easier to access than ever before, has become an integral part of many passionate enthusiasts’ lives. As a fellow music-obsessed listener, I set out to create and sell music-related art to other impassioned fans. This thesis contains every step of the business plan for Album Art By Andrew, including executive decisions based on primary and secondary research, as well as a projected P&L for the first year of operations.
ContributorsMarkau, Andrew (Author) / Eaton, Kate (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Department of Marketing (Contributor)
Created2023-12
Description
SEO stands for search engine optimization. It is a powerful data analytics tool that can enhance a company’s online platform. The goal of SEO is to utilize Google’s algorithm in order to have your website ranked #1 on the SERP (search engine results page). This will increase user traffic to your site because more users will click on your page. My eyes were first opened to the SEO industry during my internship at Clutch where we used a balance of intercept and intent traffic to capture a large target audience in order to convert them into paying customers. Even though SEO is a newer strategy, it has a higher return on investment than typical paid advertisements. With this, smaller companies can learn SEO and outsmart the bigger companies, while using a smaller marketing budget.
ContributorsHaas, Shelby (Author) / Darcy, David (Thesis director) / Coleman, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor)
Created2022-05
Description
This thesis serves to research and catalog the process of small business formation and many of the important resources and factors that may be involved when an entrepreneur seeks to start a business. The overall goal here is that any individual who desires to form their own business can do so entirely with the information in this thesis, or sources included in this thesis. The paper breaks down this information into chapters of finance, registration, tax, legal, and marketing to best assist the early aspects of the business. Additionally, this paper tracks the costs associated with starting a small business to give the reader the necessary financial information of small business formation. This thesis estimates the required costs to be approximately fourteen hundred dollars, with an expected amount to be higher for all other costs associated with the business.
ContributorsCouture, John (Author) / Williams, Glenn (Thesis director) / Ramirez De La Vina, Patricia (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Finance (Contributor) / Department of Economics (Contributor)
Created2022-05
Description
This thesis focuses on the increasing emphasis on sustainability within the fashion industry and how brands, specifically H&M, can increase their market share through updating their in-store retail strategy. Seven common retail strategies are analyzed and recommendations in each area are made to enhance H&M’s emphasis on sustainability. To support these potential recommendations, two focus groups were conducted to evaluate some potential in-store marketing elements. Upon the conclusion of the focus group research, participant’s thoughts were taken into consideration to revise the recommended retail strategies. Overall, by implementing the recommended retail marketing strategies, H&M can incorporate their Conscious line more fully within their stores and promote their new sustainable focus to further their brand in the future.
ContributorsFoley, Jacqueline (Author) / Riker, Elise (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2022-12
Description
As a Journalism/Public Relations student minoring in Fashion, I have found myself interested in and surrounded by event production. As a member of the ASU student organization, The Chic Daily, I was beginning to see our production value decrease as we hosted our semesterly charity fashion show events. Factors playing a part in that included so many various items such as who was leading the production, how much time we had, venue conflicts, time conflicts, etc. I saw that our main problem was that two months was not enough time for full-time students to plan a quality, large-scale event, thus our student organization’s tradition needed to evolve into hosting a yearly non-profit fashion show instead. I also saw an opportunity for our events to be so much more than just a student-based event. For my Barrett, The Honors College Thesis, I created a public relations campaign to promote a fashion show I produced, and analyze the impact of the media campaign on the attendance and overall perception of the show.
I conducted secondary and primary research regarding our past fashion shows, including relevant interviews with previous producers, event statistics and a social media audit. Moving forward, I began the branding process for our next show, including building a branding guidelines book, organizing and creatively directing promotional photoshoots, and organizing the timeline for a model casting, picking the venue, coordinating with sponsorships, building a budget, building media lists, drafting media advisories and pitches, and more. In producing the fashion show, I created a magazine to put on every guest’s chair, as well as curated the runway choreography, vendor organization, model and designer lineup.
ContributorsHill, Alexia (Author) / Zufelt, Abby (Thesis director) / Ellis, Naomi (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2024-05
Description
Ice hockey is widely recognized as one of the most exciting sports to watch and the NHL boasts very good in-game attendance figures when compared to similar professional sports leagues. In this study, we compare the NHL to the NBA, two leagues that share the same size stadiums and in-game attendance numbers but show huge disparities in national television viewership. The most watched NHL game of 2022/23, game 5 of the Stanley Cup Finals totaled 2.72 million viewers nationally and the most watched NBA game of the 22/23 season was the final game of the NBA Finals totaled 17.88 million viewers nationwide. This is especially startling given the fact that on the local level, in cities with both NHL and NBA teams, the local rating are relatively even and oftentimes favor the NHL team. To investigate why this discrepancy exists, four cities that are home to both an NHL and NBA franchise were chosen as the focus of research. Youth participation and cost of both basketball and ice hockey were examined in each city and it was determined that they account for a large portion of the differences in national TV viewership. Marketing strategies of each league were also investigated, but it was found that these had little impact on the discrepancies in national TV viewership. The study concludes with possible solutions for the NHL to decrease costs and increase accessibility play, resulting in an increase in youth participation, especially in nontraditional hockey markets without NHL teams. In turn, this will bridge the gap in national viewership between themselves and the NBA.
ContributorsEckerle, Benjamin (Author) / Peca, Trevor (Co-author) / Pierce, John (Thesis director) / Palmer, James (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Historical, Philosophical & Religious Studies, Sch (Contributor)
Created2024-05
ContributorsSmith, Samantha (Author) / Gray, Nancy (Thesis director) / Costa, Jorge (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor) / The Sidney Poitier New American Film School (Contributor)
Created2023-05
Description
This project includes a marketing plan for a local small business, Island Mochi. It examines the business and best practices in the industry to inform the marketing plan. The purpose of the marketing plan is to grow Island Mochi's sales by using digital marketing and public relations strategies. The components of the marketing plan include an executive summary, environmental analysis, SWOT analysis, customer personas, PR and marketing objectives, strategies and tactics, and an outline of the implementation and evaluation procedures.
ContributorsOlivas, Angelica (Author) / Bonilla, Luis (Thesis director) / Bovio, Sonia (Committee member) / Hass, Mark (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2021-12
Description
Personal branding within the music industry has long fallen under the supervision of profit-centric major record labels, whose control extended throughout artist’s music, copyrights, merchandising, and fair-use compensation. This paper explores how artists’ branding has evolved within the recording industry alongside the development of emerging technologies and the discovery of certain patterns in consumer behavior. Starting with an overarching exploration of the origins of commercialized music, this paper iterates how certain record labels ascended the corporate hierarchy to influence consumers’ accessible listening options. This understanding leads to an analysis of the inception of illegal file-sharing websites as an outlet for music distribution, as well as its long-lasting effects on industry distribution tactics and music streaming platforms. This paper then narrows to the origins of the rap industry, delving into the traditionally-rooted experiential celebrations that birthed such an impactful genre. Following an understanding of the history of the recording and rap industries, this paper identifies the modern music listener’s behaviors and choices, supplemented by an examination of how consumer social technologies have motivated these changes. To best understand the role of these evolving perceptions, this paper evaluates four successful rap artists - Chance the Rapper, Tekashi 6ix9ine, Lil Nas X, and Travis Scott - and determines the strategies employed by these individuals and their branding teams. Finally, in determining these strategies, this paper outlines the essential takeaways from this research that would aid in the advancement of an artist’s personal branding today.
ContributorsBoyle, Jared Devin (Co-author) / Schneider, Garrett (Co-author) / Giles, Charles (Thesis director) / Lisjak, Monika (Committee member) / School of Music (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
This thesis project consists of 2 key components, a marketing brand book for the ASU Division I ice hockey team and an in-depth narrative of both the team’s history and why each decision was made for the brand book itself. The brand book consists of four main sections: team history, visual guidelines, social media, and public relations. The team history tells the story of how the program formed and grew into the NCAA Division I team they are today. The history then goes into detail discussing the coach, Greg Powers, and his ASU hockey journey as well as how he developed the club program and has coached/recruited the team to success. This section also highlights ASU’s first national breakout player, Joey Daccord, who became the first player from ASU to play a game in the NHL. Other than the team history, each section contains multiple goals for the marketing team to achieve as well as rules and guidelines to assist them with achieving these goals. All of ASU’s current brand rules and guidelines are included within the visual guidelines section of the brand book, allowing for all Sun Devil hockey marketing efforts to properly resemble and embody Arizona State University as a whole. The Public Relations section covers how to positively get the team in the news through service and community events and embody ASU’s commitment to service. The Public Relations section also covers how ASU hockey is to respond in a PR crisis and the importance of gathering all the information and then publicly addressing the situation. The social media section of the brand book lists all goals, target audience, and methods of achieving the goals for each current platform ASU hockey has (Twitter, Facebook, Instagram) and the frequency of posting required.
ContributorsScola, Sean Christopher (Author) / Lynch, John (Thesis director) / Pierce, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12