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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

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.
Created2017-05
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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

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
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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
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In 2020, a nationwide lockdown due to COVID-19 forced thousands of concert venues across the United States to close their doors to music lovers and employees alike. This project serves to examine how concert enthusiasts, music venue employees and venues in the Valley responded to the return of the live

In 2020, a nationwide lockdown due to COVID-19 forced thousands of concert venues across the United States to close their doors to music lovers and employees alike. This project serves to examine how concert enthusiasts, music venue employees and venues in the Valley responded to the return of the live music industry.

ContributorsGonzales, Jacquelyn (Author) / Thornton, Leslie (Thesis director) / Bovio, Sonia (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / School of Transborder Studies (Contributor)
Created2021-12