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Erasing the Stigma Around Seeking Mental Help- Creating a Digital Campaign

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This honors thesis project provides analysis on the barriers to treatment seeking regarding mental health. Research on treatment seeking barriers was done, and then used to create a digital campaign that was run via organic sharing and a boosted Facebook

This honors thesis project provides analysis on the barriers to treatment seeking regarding mental health. Research on treatment seeking barriers was done, and then used to create a digital campaign that was run via organic sharing and a boosted Facebook post using custom audiences. The research begins to examine the relationships between stigma and help-seeking regarding mental health. The leading barriers for seeking mental health treatment include both social and self stigma. Social stigma involves fearing judgment from others regarding mental health, and self stigma involves people's negative judgments about having mental health issues themselves. There is a negative cycle between self and social stigma as people's self perceptions often reflect into society, and society's general opinions often influence people's perceptions of themselves. In order to decrease mental health stigma efforts must be made to erase both self and social stigma. Research on consumer psychology showed the effectiveness of targeting people's need for belonging. In order to target people's need for belonging the campaign was designed to show mental health issues as a commonality between people that can be solved, rather than as a negative discrepancy. Research into digital marketing trends showed Facebook as one of the most powerful platforms for reach and audience targeting, so it was chosen as the ideal platform for this campaign. The analysis of barriers to treatment seeking, consumer psychology, and digital marketing culminated in the digital campaign, "Just because you can't see it...doesn't mean it's not there," promoting mental health awareness, which ran for 5 days reaching 9,874 people and getting 5,117 views.

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2017-05

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The Online Entrepreneur's Digital Marketing Handbook

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"The Online Entrepreneur's Digital Marketing Handbook" is exactly what it sounds like \u2014 a resource for entrepreneurs (or aspiring entrepreneurs) to learn about all things digital marketing, ranging from web design to advertising to much more, in order to be

"The Online Entrepreneur's Digital Marketing Handbook" is exactly what it sounds like \u2014 a resource for entrepreneurs (or aspiring entrepreneurs) to learn about all things digital marketing, ranging from web design to advertising to much more, in order to be better equipped to have success with building out their business ideas. The paper serves as not only a resource that explains fundamental elements of marketing strategy and digital strategy, but as something that connects people with the resources they need to actually implement these strategies. By reading this paper, you can learn about web design and how it correlates with digital and business strategy, about key advertising channels and what the current best practices are for using these platforms, about social media marketing tactics, about age-old marketing disciplines like email marketing, and about trends expected for the future of digital marketing. Nearly every discipline discussed within the paper is an extremely deep field itself, and thus learning more in depth about any of the fields is recommended, but the paper at least provides a compilation of what fields are most important to consider, and the most crucial elements of strategy and best practices needed for someone to have success, whether it's for a small project, or for the launch of a new business. Far too many entrepreneurs have the opportunity for success, and the resolve, but they focus their energy on the wrong things when it comes to marketing, because they don't know where to start. With a better grasp on the digital marketing landscape, key elements of strategy, and the most crucial digital marketing channels, entrepreneurs should have higher odds of success by diverting resources to what's important, and not getting distracted by all the choices out there.

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2018-12

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Dressler Makes Things

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Dressler Makes Things (DMT), as a thesis project, explores the viability of DMT as a monetized blog. DMT is a life improvement blog with a focus on cooking. Its blog niche sits between nostalgic, sensory food blogs and professional, actionable

Dressler Makes Things (DMT), as a thesis project, explores the viability of DMT as a monetized blog. DMT is a life improvement blog with a focus on cooking. Its blog niche sits between nostalgic, sensory food blogs and professional, actionable life improvement blogs. Because blogs that bridge this gap are rare, DMT aims to fill this need by making cooking easy, affordable, and attainable for anyone, but particularly females in their early twenties. This thesis explores marketing topics like brand, blog niche, unique value proposition, current viewers, and user personas, as well as information about the current blogging environment and an analysis of relevant competitors. It also develops marketing objectives for DMT, as well as positioning, conversion, referral, content promotion, and partnership strategies to reach these goals. Finally, it discusses distribution, pricing, and promotional tactics, as well as an operational plan and financial projections.

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2016-05

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The Use and Future of Applications for Mobile Marketing

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Combining the research of case studies with a creative application, this thesis consists of four main sections: an overview of data surrounding current application marketing efforts on mobile devices, an analysis of three brands that have successfully used applications marketing

Combining the research of case studies with a creative application, this thesis consists of four main sections: an overview of data surrounding current application marketing efforts on mobile devices, an analysis of three brands that have successfully used applications marketing to engage their audiences and sell their products, the creation and explanation of a proposed application marketing strategy, and a practical use of the previously found conclusions to a mobile application marketing strategy for Nutella USA. The outcome is to determine how companies use mobile applications to successfully engage consumers and lead to product purchases.

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2015-05

Increasing Creativity and Collaboration in the Workplace by Combining Work and Play: Otlet Digital Marketing Strategy

Description

As the shift to more innovative and open workspaces continues gaining popularity, millennial-heavy trends are now influencing businesses to create a more "Google-ly" and open atmosphere that caters to the needs of different personalities in a quirky, fun and innovative

As the shift to more innovative and open workspaces continues gaining popularity, millennial-heavy trends are now influencing businesses to create a more "Google-ly" and open atmosphere that caters to the needs of different personalities in a quirky, fun and innovative fashion. Millennials are becoming even more central as they begin to dominate the work force and replace more than 75 million older workers who are nearing, or are currently at, retirement age (Twenge et al., 2010). These Millennials have high expectations of their employers and will quickly leave their job if these needs are not being adequately met . One of those expectations is a push for creating spaces that optimize creativity and collaboration among employees. Team n o o d l e aims to address this problem by tackling the issue of underutilized conference rooms that dominate traditional business environments. Team n o o d l e is introducing a product that aims to eliminate the inefficiencies of traditional brainstorming sessions, such as time spent prepping, sticky-note usage and clean up. Otlet is a multi-functional conference table that doubles as a recreational gaming center. Otlet combines work and play by creating an open and engaging environment for sharing ideas. It serves to enhance creativity and collaboration among workers, and in the process may be a catalyst to transform the culture of that workplace. Academic research has begun to validate the importance of fun in the workplace. A number of studies have demonstrated that fun relates to employee attitudes and affective states, such as job satisfaction, organizational commitment, engagement, positive mood, and positive emotions . (Fluegge, 2008; Karl and Peluchette, 2006a, b; Karl et al., 2007, 2008; McDowell, 2004). Today, a business's online presence is everything. A 2013 poll by AT&T revealed that 67% of businesses are using their website to market to customers . Additionally, 66% of small businesses are maintaining or increasing their spend on digital marketing . The rise in popularity of digital marketing and the Internet is, for the first time, empowering small businesses to compete with businesses of all sizes. The ability to reach audiences across the world has evened out the playing field and leveraged small businesses to compete on a national and global level. Otlet's success will be dependent on an effective and innovative digital marketing strategy. With that being said, I recommend that team n o o d l e implement an initial digital marketing strategy for Otlet that includes a website, paid ad campaigns, a search engine optimization strategy, landing page development, and content marketing.

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2015-05

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Digital Media and Technology in the Fashion Industry

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The purpose of this thesis is to examine the effects of digital on the fashion industry. In order to accomplish this, we must first examine the fashion industry, as well as the emerging digital space, and how these two industries

The purpose of this thesis is to examine the effects of digital on the fashion industry. In order to accomplish this, we must first examine the fashion industry, as well as the emerging digital space, and how these two industries are rapidly colliding. Fashion, an industry that has been around since the early 1800s in the United States (Fashion History: The American System for Fashion, 2009), is being forced to pivot, and change its traditional practices, in order to remain relevant in a world heavily influenced by the Internet and consumer preferences. The largest changes taking place within fashion include the power of various industry influencers, including designers, magazines, retailers and lifestyle bloggers, and the rise of blogging as a fashion news source. Although designers, magazines and retailers still have significant clout within the industry, bloggers are becoming a force to be reckoned with, adding a new variable to the industry.

Meanwhile, digital is still being defined, as countless people work to determine best practices and reconcile the unending amount of information available into something that can be used. Trends in digital include the concept of new media, blogging, social media and new channels of media. Overall, we are seeing a shift to user-­‐ generated content, available all the time, and a proliferation of content being created and published on the Web.

Some of the ways these two industries are colliding include the rise of lifestyle bloggers, developments and usage of technology, an abundance of new e-­‐commerce models, and finally, a shift in the ways consumers curate and discover products online.

Predictions for the future include a more streamlined and user-­‐friendly process for search and product discovery online, increase in social commerce and personalization of products, and finally, a return to brick and mortar shopping, but with an improved, experiential model. These trends will affect industry stakeholders dramatically, and so necessary actions for these stakeholders are also discussed, such as allocating more resources to content generation and e-­‐commerce, giving consumers the ability to personalize, and improving their physical shopping experiences to provide something valuable and entertaining.

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Date Created
2013-05

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How corporations should respond to a public health or social crisis

Description

A guide to implementing empathy in crisis communications

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Date Created
2021-05

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The Business Model Behind AZMagicPlayers.com

Description

AZMagicPlayers.com is a website dedicated to the promotion of the Wizards of the Coast-trading card game Magic: the Gathering in Arizona. This paper details the business model that helps sustain the website and how that business model is designed specifically

AZMagicPlayers.com is a website dedicated to the promotion of the Wizards of the Coast-trading card game Magic: the Gathering in Arizona. This paper details the business model that helps sustain the website and how that business model is designed specifically to help build the community and ultimately fulfill the mission statement of AZMagicPlayers.com.

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2013-05

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Advertising to the Millennial Generation

Description

Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns

Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.

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2014-05

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ASU Men's Gymnastics Marketing Plan

Description

The ASU Men's Gymnastics Team has had a rich tradition rooted in success for over 60 years. Since being dropped from the NCAA in 1993, this team has fought to regain NCAA status as well as continue the tradition of

The ASU Men's Gymnastics Team has had a rich tradition rooted in success for over 60 years. Since being dropped from the NCAA in 1993, this team has fought to regain NCAA status as well as continue the tradition of men's gymnastics at Arizona State. Despite the adversity that the sport of collegiate men's gymnastics has faced in terms of a nationwide loss of funding, the ASU team continued to grow over the past three years and serve as an example to struggling college programs looking to combat a loss of funding and scholarships. Marketing plays an instrumental role in the journey towards re-instatement into the NCAA. Through digital marketing, direct marketing, business partnerships and detailed market segmentation, this organization has made strides towards achieving its goal of re-gaining Division 1 status as an organization. Evidence of continued growth of fundraising has allowed the team to attract recruits as well as gain more exposure as a team through competing at higher profile competitions both in the United States and abroad. Fundraising success paired with a restructured social media strategy and approach has translated to increased support and exposure for this program. From a digital perspective, the program has stayed ahead of the curve in terms of digital marketing strategy relating to video production, website design and crowd funding. Partnerships with businesses and gymnastics support organizations have furthered the ASU Men's Gymnastics teams mission and goals. These partnerships have stimulated our relationship with our community as well as provided us with countless funds and opportunities to continue to grow as a program.

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2016-12