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The Korean Wave from a Global Perspective

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South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used

South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness and interest in K-Pop. In order to achieve that goal, I created HellotoHallyu.com, a website designed for an audience of Millennials and Generation Z English speakers to increase their awareness of the growth and impact of the Korean Wave in a fun and engaging way. So those who may hear a song by K-Pop idol group BTS on a music awards show in the U.S. can get themselves up-to-speed before diving into the fast-paced world of K-culture gossip sites and forums. Hello to Hallyu delivers consumer-friendly, educational content easily understood by English speakers with no prior knowledge of Korean culture, while still piquing the interest of K-pop connoisseurs. It provides the background necessary for even the most dedicated fans to glean new knowledge of Korea's cultural industry and a new perspective on the content they consume. Hello to Hallyu is based on a combination of secondary and primary research conducted over four semesters beginning Spring 2017 and continuing through Spring 2018. This project is set up as an ever-expanding resource freely available to anyone with internet access. The research required to maintain the site will continue with the Wave. However, the content currently on the site is evergreen, a documentation of the history of the Wave as explained in peer-reviewed articles and by Dr. Ingyu Oh as well as a documentation of my personal experience with Hallyu while in Korea and as a Westerner living in the U.S. The site's goal is to demonstrate the marketing and communications strategies used in the industry to drive global awareness and interest. Through this means, Hello to Hallyu aims to provide fully developed multimedia content intended to increase English speakers' awareness of the growth and impact of the Korean Wave as shown through site visits, content views, and audience engagement.

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2018-05

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Transforming Reputation in Higher Education

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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.

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?

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2019-05

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Corporate Wellness Communications: A Public Relations Strategy

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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

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.

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2016-12

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How corporations should respond to a public health or social crisis

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A guide to implementing empathy in crisis communications

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Date Created
2021-05

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Immersed in the Magic: Managing the Disney Brand within Disney Parks and Resorts

Description

The Walt Disney Company has been successful in developing adored brands for nearly a century. Although the company’s business ventures are in a wide variety of industries, Disney Parks and Resorts has become a staple of the company earning 20.3

The Walt Disney Company has been successful in developing adored brands for nearly a century. Although the company’s business ventures are in a wide variety of industries, Disney Parks and Resorts has become a staple of the company earning 20.3 billion dollars in revenue.

The Walt Disney Company theme parks would be nothing without its integral Disney branding. Utilizing characters and storytelling from both classic and brand new Disney brands, Disney Parks and Resorts creates a quality brand through unique theming and world class service.

This thesis will dive into the different areas of the Disney Parks and Resorts and how the company has managed and tailored their brand in these faucets to create an unforgettably Disney experience through storytelling and impeccable service.

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Created

Date Created
2020-05

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Case Study and Analysis: Tiger Woods’ Crisis Communication and Image Restoration Strategies

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Tiger Woods’ adultery scandal was one of the most widely covered sports stories of the 2000s, in part because of how famous he was as a person and athlete. But the scandal and Tiger’s handling of it provided public relations

Tiger Woods’ adultery scandal was one of the most widely covered sports stories of the 2000s, in part because of how famous he was as a person and athlete. But the scandal and Tiger’s handling of it provided public relations professionals one of the most relevant crisis communications case studies in the history of sports. This case study is split into three sections; pre-scandal, the scandal itself and then his road to recovery. The case study is accompanied by an essay analyzing Woods’ crisis communications and image restoration strategies.

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Date Created
2020-05