Matching Items (4)
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- All Subjects: Communication
- All Subjects: Disney
- Member of: Theses and Dissertations
Description
Starting in 2002, Arizona State University (ASU) began a rebranding effort to transition from having a reputation as a top 10 party school to being known as a prestigious research institution. Over the last 15 years, ASU has successfully reached some of these goals, eventually being named the #1 most innovative university in the country by the U.S. News and World Report. Part of this success can be attributed to the university's communication and marketing efforts, which seek to improve the university's reputation and build relationships with stakeholders. This study analyzes ASU's communication entities, how they interact and what messages they push out to stakeholders, particularly in regards to the #1 in innovation award. Primary research in this study looked at keywords used by different stakeholder groups affiliated with ASU, how they viewed ASU's reputation and how they receive communication from the university. Overall, the closer the relationship with ASU, the more positively the respondent viewed the university. Perception also varied based on geographic location and proximity to the university. Innovation is clearly a key brand perception of ASU from stakeholders, and the party school image is still persistent among those not affiliated with the university.
ContributorsHarrelson, Savannah Lee (Author) / Renzulli, Virgil (Thesis director) / Bovio, Sonia (Committee member) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The following is a public relations strategy developed to position Julia Pearl Wellness, a corporate wellness consulting firm, and its owner, Julia Pearl, as credible, professional and experienced. The first portion includes a situational analysis, a research report on corporate wellness programs and the need for health solutions in the U.S., and market analysis. The campaign proposal, a creative product of the research, provides recommendations and tools for the firm to reach its stakeholders.
ContributorsWerner, Anna Nicole (Author) / Hass, Mark (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
A guide to implementing empathy in crisis communications
ContributorsLong, Mary Louise (Author) / Schmidtke, Lisa (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
On March 12, 2020, The Walt Disney Company announced that its U.S. Disney Parks, Disneyland and Walt Disney World, would close because of COVID-19. This study aims to determine how park annual passholders and frequent guests of the U.S. Disney Parks reacted to COVID-19 related news from The Walt Disney Company and if it impacts their decision to visit the parks. To determine this, five focus groups were conducted with annual passholders and frequent guests of the U.S. Disney Parks. Their social media habits, relationship with The Walt Disney Company, and reactions to COVID-19 related news was discussed. The results showed that while annual passholders and frequent guests may get their information from third party accounts, face confusion on some topics, and have reservations about COVID-19 during park reopenings, they still trust The Walt Disney Company and are eager to enter the parks again.
ContributorsHoldaway, Emily (Author) / Gilpin, Dawn (Thesis director) / Bovio, Sonia (Committee member) / School of Politics and Global Studies (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2020-12