Matching Items (15)

The Beauty Industry at its Roots: The analysis of a local Phoenix salon's online media presence

Description

This project is a strategic online media proposal for aBloom Salon. In order to provide the salon with a successful social media proposal, there must be an analysis of the

This project is a strategic online media proposal for aBloom Salon. In order to provide the salon with a successful social media proposal, there must be an analysis of the current situation informed by secondary and primary research. aBloom in Latin means transformation; this salon specializes in holistic beauty. At this salon all the products are organic, natural and raw. They use a non-toxic ammonia-free color line and have a Raw Beauty Bar where clients can create all-natural custom products. This proposal aims to increase aBloom Salon's brand awareness in the most effective way possible. The project started by analyzing the salon's website, Facebook page and Instagram content and following-up with recommendations for improvement. In addition to that analysis, research was conducted on current clients to gage their social media habits and purpose for using social media. Salon owner, Alejandra Martinez, currently averages 20 to 30 clients a week and said she would like to increase to 25 to 35 clients a week. Martinez was promoting her salon through her website, word-of-mouth, Facebook, Yelp, Instagram and cross-promoting efforts with likeminded businesses.

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Created

Date Created
  • 2015-05

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The Shooting Cycle and Publicity: An Examination of State Legislator Voting Patterns and Political Transparency Before and After a Mass Shooting

Description

This study looks to answer whether or not citizens have reason to believe the publicity statements from state government officials when speaking about gun-control laws during the time surrounding mass

This study looks to answer whether or not citizens have reason to believe the publicity statements from state government officials when speaking about gun-control laws during the time surrounding mass shootings. Citizens in America see the same, consistent pattern that politicians use mass shootings for, known as "The Shooting Cycle." Here, we will research whether or not these politicians are continuing to keep the same voting pattern that they have had in the past, in terms of gun control. This case study uses quantitative research to discover that almost all state representative and senators have consistent voting patterns when it comes to gun control legislation, regardless of time distances around mass shootings. We will then seek out seek out public statements and relevant periodicals and media clips in order to determine whether or not these voting patterns align with the public's perception of a politician's stance on gun control. It also uses qualitative research to discover that publicity from senators and representatives that support gun rights have more consistency in their public statements than those who are either inconsistent or consistently vote for gun control legislation. This study creates opportunities for new research in voting patterns and political transparency on state officials and the significant effects of mass shootings on public opinions and public statements from state officials.

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Created

Date Created
  • 2015-05

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Training a Personal Brand

Description

The purpose of this project was to establish a digital and social media presence to support a personal fitness trainer and d�TERRA essential oils wellness advocate in growing her health

The purpose of this project was to establish a digital and social media presence to support a personal fitness trainer and d�TERRA essential oils wellness advocate in growing her health and wellness businesses. The first portion explores the role of digital and social media tools for health and wellness professionals. It incorporates use of both secondary and primary research methods including focus groups and in-depth interviews. The second portion is a campaign proposal that serves as a creative response to the research and findings of the first portion. The proposal includes recommendations for strategic use of new brand building and social networking tools such as a personal website, Facebook, Twitter, LinkedIn and About.Me pages. It also offers collateral material for brand outreach, social media calendars and a 10-page social media guidebook offering suggestions on how to strategically implement the campaign elements.

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Created

Date Created
  • 2015-05

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A comparative study of four factors of fan attendance for the three Arizona sports teams

Description

Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim

Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.

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Created

Date Created
  • 2014-05

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A Comparative Study on the Use and Perception of Public Relations among Nonprofit Organizations

Description

This study investigates the use and perception of communications efforts among 197 animal-related and human services nonprofit organizations. Several facets of nonprofit communication such as traditional communication usage, social media

This study investigates the use and perception of communications efforts among 197 animal-related and human services nonprofit organizations. Several facets of nonprofit communication such as traditional communication usage, social media adoption and usage, and the overall perception of the organizations' communications efforts were examined using a survey and Form 990 analysis. More in-depth analysis was conducted on the participating organizations' Facebook and Twitter accounts as well. After analyzing this data, the study found significant differences in how these two types of nonprofit organizations conduct their communications efforts. Animal-related organizations were much more active and saw higher levels of engagement on Facebook than human services organizations; however, there were no differences in how both types of organizations used Twitter. This study also found that human services organizations are more likely to have full-time or part-time staff members in charge of their communications, while animal-related organizations were more likely to assign this responsibility to a volunteer. These findings contribute valuable insight into how different types of nonprofit organizations are communicating with their stakeholders.

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Created

Date Created
  • 2016-05

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Social Media: A Case Study in Socially Connected Entrepreneurs

Description

The purpose of this study is to examine how social connectivity in a collaborative business environment translates to online social communication, namely to social media. Not a lot of academic

The purpose of this study is to examine how social connectivity in a collaborative business environment translates to online social communication, namely to social media. Not a lot of academic research focuses in-depth on how startups and entrepreneurs within the technology industry perceive social media, or how their work environment can influence the ways they see the role of these platforms. Gangplank was chosen as the subject of this case study based on the emphasis they as a coworking space put on connecting to others in order to accomplish mutual goals. Initial research showed that entrepreneurs using social media did so with a collaborative focus in mind. However, it was unclear if, by developing their businesses in a space devoted to fostering social relationships, entrepreneurs would be more likely to engage and interact with other users on social media platforms. Furthermore, it was unclear if their attitudes toward online and offline communication would be affected by spending time in a dedicated social workspace. In order to find how some entrepreneurs that started or worked closely in the beginning stages of a collaborative, connection-driven workspace used social media and see whether or not they used the platform to establish and build relationships and connect with others, three entrepreneurs from such a workspace were personally interviewed. In these interviews, each entrepreneur gave their personal feelings and opinions on the space itself, their view on the role of social media, and whether or not they connected their space to their social media use. The study also examined each entrepreneur's social media profile on one prominent social network to see how each was practically using the platform, and to analyze how each entrepreneur's use of the platform compared to his perceptions of social media as a whole. The study found that entrepreneurs who became established in a collaboration-oriented space definitely interacted frequently on social media. Each entrepreneur interviewed expressed the importance of working closely with others and forming valuable connections through both online and offline means. These entrepreneurs were established to have followed all the best practices of social media use outlined through research, and to have had a large number of personally engaging interactions and conversations on observed social media platforms.

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Created

Date Created
  • 2015-12

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Small Businesses and Creating a Brand Image Via Social Media: A Case Study of Crosswim, LLC

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

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.

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Created

Date Created
  • 2016-05

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Will Run for Tech Shirts: An Analysis of Marathon Success in the Greater Phoenix Area

Description

With social media rapidly expanding and evolving throughout the years, a new door has been opened to allow instant, two-way communication between an organization and its desired audience. The days

With social media rapidly expanding and evolving throughout the years, a new door has been opened to allow instant, two-way communication between an organization and its desired audience. The days of force-feeding information to mass audiences are diminishing as a consumer's quest for identity and connection is driving organizations to engage with specialized audiences through online conversation, where information can flow in both directions. Through research and analysis, an organization can identify which media platforms and communication strategies work best in successfully reaching and engaging the target audience. Content marketing in conjunction with effective messaging strategies can increase an organization's success by raising awareness for the brand and inviting the audience to spread the word both online and in person. In the following pages of this document, three successful marathons in the Greater Phoenix area are analyzed: the Phoenix Marathon in Mesa, the P.F. Chang's Rock 'n' Roll Marathon in Tempe, and the IMS Arizona Marathon in Glendale. Each analysis provides examples of how strategic messaging and campaigns are used via social media to build relationships with current and prospective race participants. In addition, demographic and psychographic information specific to athletic event participants is analyzed in order to provide an understanding of the target audience and their motives for participating in athletic events.

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Agent

Created

Date Created
  • 2015-12

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From on the Field to Off: The Role of Collegiate Football Apparel in Building University Brand Equity

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

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.

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Created

Date Created
  • 2016-12

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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

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.

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Agent

Created

Date Created
  • 2016-12