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- All Subjects: Baseball
- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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Description
INTRODUCTION: This thesis delves into how PR-media relations evolved in the past 20 years (since 1997). It discusses several aspects of media relations, such as relationships, old and new media relations tools, pitching and predictions about the future of media relations. LITERATURE REVIEW: A review of previous literature on media relations guided this research. Past research explained stigmas about the relationship between public relations professionals and journalists, how pitching has evolved, social media's role in modern day media relations and the dynamic between earned and owned media. METHODOLOGY: The research involved a mixed method approach with qualitative and quantitative methods. First, in-depth interviews were conducted with both journalists and public relations professionals who work in Arizona. These interviews were conducted either in-person or over the phone. Second, two in-depth interviews were conducted over the phone with a public relations professional who worked at Intel for over 20 years for a case study. Finally, a survey was distributed to public relations professionals in Arizona via email and through social media websites (Facebook and Twitter) to provide insight on the media relations tactics they have recently utilized, as well as their use of social media. There were also five follow-up interviews conducted with survey respondents. FINDINGS: After conducting these three methods of research, the qualitative (quotes) and quantitative (survey) data were analyzed to provide detailed opinions about media relations including: the relationships between public relations professionals and the media, the use of old and new media relations tools, what an effective pitch looks like, the use of social media, comparisons between less and more experienced PR professionals, and predictions on the future of media relations. DISCUSSION: The findings from this research led to several conclusions regarding media relations such as: the importance of maintaining a trusting and respectful relationship, traditional tools' place in modern day media relations, email's dominance as a media relations tool, the hesitation by PR professionals to use social media as a communication tool with journalists, more experienced PR professionals' lack of hesitation to use social media as a communication tool with journalists, and the prediction that relationships will remain key in media relations despite the changes in media relations tools themselves. CONCLUSION: Based on all of the findings from this research, it was concluded that media relations has evolved to keep up with the changing media landscape, however, traditional tools and practices remain relevant and essential to media relations.
ContributorsTillman, Krista Michelle (Author) / Wu, Xu (Thesis director) / Bovio, Sonia (Committee member) / College of Integrative Sciences and Arts (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.
ContributorsHolmes, Taylor Elizabeth (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Entering into my final year of W. P. Carey, I decided I wanted my thesis to combine what I've learned over the course of my undergraduate Marketing degree with my passion for baseball. Furthermore, I wanted my thesis to contain both a research element and creative application. I felt the best way to achieve the integration of these goals was to research and then select an MLB team to relocate to a more attractive American market. After performing research to determine an ideal team and city for relocation, I created a comprehensive marketing strategy to best cater this team for its new market. The first half of my thesis focuses entirely on the research required to select an optimal team and attractive market for relocation. I begin my thesis by performing an external analysis of the current MLB landscape. To elaborate, I gathered W-L records and fan attendance records for all 30 MLB teams between 2000 and 2016. I also collected the most recent team revenues and valuations before putting all of this data in Excel to create visual graphs. Using this data, I determine a list of the top 4 most attractive teams for relocation based on consistently poor performance in the metrics I collected data on. After selecting the Tampa Bay Rays as the ideal team to relocate, I then dive deeper into the organization through an internal analysis. Then, I focus on performing an external analysis of the most attractive markets for relocation before ultimately selecting Charlotte, NC as the best city. My research ends with a comprehensive external analysis of the Charlotte, NC market to help in creating a brand that caters to the makeup and culture of the distinct city. My analysis of Charlotte focuses on the city's demographics, population growth, local economy, political environment and trends that could impact target market segments. After performing extensive research on identifying the best team and city for a relocation, I switch gears to developing a comprehensive marketing strategy to best help the team achieve success in its new market. This begins with creating a unifying segmentation, targeting, and positioning strategy to outline the direction the team will take. These strategies place tremendous emphasis on the need for the Charlotte team to create an "irresistible cultural experience" that expands the traditional MLB mold to attract young Millennial fans to games that normally wouldn't be interested in attending games. Next, I begin by developing key elements of the brand including the team name, logos, uniforms, sponsors, and stadium. With the stadium, I even go as far as determining an ideal location along with unique features, such as lawn seating and even local vendors that have appeared on Food Network to add to the cultural experience of the brand. Then, I focus on a unifying initial marketing campaign through TV/print ads, radio ads, social media, and public relations to help the team seamlessly transition into its new home. My thesis ends with recommendations for future steps to take to ensure the relocated organization achieves lasting success in its new city.
ContributorsSchwartz, Justin David (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
There are over 4,000 higher education institutions in the U.S., according to the National Center for Education Statistics. With a variety of options at an applicant’s disposal, the competition for institutions to attract their desired student body can be fierce. Some factors many consider when searching for the perfect college are its reputation and brand. Increasingly, universities have chosen to engage in marketing and branding techniques once reserved for corporations. According to a report by the Santa Clara Consulting Group, “a university is no longer just an institution of higher learning but also a business.” In coordination with this growing trend, institutions have been propelled to undergo some extent of a transformation to achieve their goals. This paper examines three institutions representing different higher education categories that have undergone or are currently undergoing some extent of a reputational shift. Looking at a large public university, an Ivy League institution and a liberal arts college, the research explores the various communications efforts made by each institution and how they compare. In some cases, the communications department is an integral component of the shift, while sometimes it provides mostly auxiliary support. Ultimately, this research hopes to provide insight into the following questions: what actions can an institution’s communications department take to help strengthen its reputation and grow its brand; and how do these strategies compare among various types of institutions?
ContributorsWolfe, Alexandra C (Author) / Hass, Mark (Thesis director) / Smiley, Andrea (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Over the past several decades, analytics have become more and more prevalent in the game of baseball. Statistics are used in nearly every facet of the game. Each team develops its own processes, hoping to gain a competitive advantage over the rest of the league. One area of the game that has struggled to produce definitive analytics is amateur scouting. This project seeks to resolve this problem through the creation of a new statistic, Valued Plate Appearance Index (VPI). The problem is identified through analysis that was performed to determine whether any correlation exists between performances at the country's top amateur baseball league, the Cape Cod League, and performances in Major League Baseball. After several stats were analyzed, almost no correlation was determined between the two. This essentially means that teams have no way to statistically analyze Cape Cod League performance and project future statistics. An inherent contextual error in these amateur statistics prevents them from correlating. The project seeks to close that contextual gap and create concrete, encompassing values to illustrate a player's offensive performance in the Cape League. To solve for this problem, data was collected from the 2017 CCBL season. In addition to VPI, Valued Plate Appearance Approach (VPA) and Valued Plate Appearance Result (VPR) were created to better depict a player's all-around performance in each plate appearance. VPA values the quality of a player's approach in each plate appearance. VPR values the quality of the contact result, excluding factors out of the hitter's control. This statistic isolates player performance as well as eliminates luck that cannot normally be taken into account. This paper results in the segmentation of players from the 2017 CCBL into four different groups, which project how they will perform as they transition into professional baseball. These groups and the creation of these statistics could be essential tools in the evaluation and projection of amateur players by Major League clubs for years to come.
ContributorsLothrop, Joseph Kent (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
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
The Importance of Online Branding and Targeted Social Media Campaigns within the Restaurant Industry
Description
In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create a campaign based upon these findings that will help Hennessey's Tavern Inc. improve its online presence and social media, starting with its 10 Hennessey's Tavern locations. The deliverables and research will provide Hennessey's Tavern Inc. with a detailed audit of its current brand and ways in which it can be improved.
ContributorsBrightwell, Taylor Nicole (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Bovio, Sonia (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
A multimethod research design was used to conduct research on Arizona State University's (ASU) branding strategies with regards to the role the athletics department brand plays within the scope of the entire university brand, and whether or not the football uniforms themselves are effective in communicating the desired brand messages to ASU's key stakeholders. The research is in the form of a case study, and is comprised primarily of information gathered in several personal interviews with important stakeholders and experts in particular areas (n = 9), as well as a survey distributed to key stakeholders (n = 429). It was concluded through the culmination of this research that, consistent with existing research, ASU models its branding strategies using a branded house approach, which means Sun Devil Athletics (SDA) is branded consistently with the university's missions, charter, and brand standards. However, SDA's unique role as a major prestige generator for the university as well as its non-academic focus means specific brand marks, such as SDA's "Sun Devil Bold" font and athletic pitchfork, are used solely within the athletics department. In order to communicate the university's messages, the football program, and football uniforms specifically, are regarded as some of the most important channels of communication because of the wide audience that is reached through the uniforms' visual representation of ASU's brand. Thus, it was found that a major emphasis is placed on football uniform design, and adidas, ASU's exclusive athletic apparel sponsor, is charged with designing the uniforms in such a way to meet not just the needs of the players themselves, but also the brand standards set forth by both SDA and ASU. The survey results established that the deliberate branding efforts put forth by SDA's partnership with adidas, as well as ASU's communication of the athletics department's role within the university, are effective in reaching key stakeholders and have been overall successful in communicating the desired brand messages to constituents.
ContributorsBarone, Nina Patricia (Author) / Renzulli, Virgil (Thesis director) / Wu, Xu (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (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
In 2021-2022, MLB underwent a labor stoppage due to a failure between the league and union to sign a new collective bargaining agreement (CBA) for the 2022 season until mid-March of 2022. This failure led to a contentious debate between owners and players over economic, competitive balance, and gameplay issues. To evaluate how MLB has reached this point in labor relations and make predictions for the future, it is first important to look at the history of sports and collective bargaining and, more specifically, this history in baseball. Next, one should evaluate the history of the antitrust exemption and its impact on labor relations in MLB. It is then important to analyze the main tenets of the 2022 CBA and their implications. Following this historical and current analysis, one can make hypotheses about where baseball labor relations and antitrust laws are heading and what will be key issues to look toward in the future.
ContributorsVolkert, Michael (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05