Digital Commons Network^™

Noodz: A Strategic Communication Plan For A Startup Restaurant Targeting The College Market, Payton M. Fronapfel

Senior Theses

Advertising has evolved significantly throughout the past decade, lending to the current usage of direct response, social media, and online methods of advertising. Considering how these tactics have changed in recent years and how restaurant marketing, specifically, changes in response to a college demographic, companies must consider more in-depth communication plans. This thesis will identify the most effective methods of marketing restaurants in the United States and determine how a college demographic changes the techniques utilized in marketing communication plans. Furthermore, this thesis will develop a comprehensive strategic communication plan for a new Asian restaurant, Noodz, located in Columbia, South …

The Impact Of Social Media Marketing On The Broadway Industry: A Study Of Hamilton: An American Musical, Jordan Pontelandolfo

Senior Theses

In recent years, social media has become an increasingly important part of the marketing strategies for many Broadway productions. Yet, many Broadway marketing teams do not take complete advantage of their social media channels, instead relying on traditional marketing methods to attract audiences. Hamilton: An American Musical is a recent Broadway production that has used an innovative social media marketing strategy to attract diverse audiences and create a dedicated fanbase. By analyzing the strategy across Hamilton’s Instagram, Facebook, Twitter, YouTube, and TikTok, I determine what made its social media so successful and how other Broadway shows can learn from …

Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup

Senior Theses

Advertising for America’s National Parks comes in many different forms but is highly limited for national parks with lower visitation rates and less funding. Congaree National Park located just outside of Columbia, South Carolina has a small budget for advertising and goals to increase their visitation rates and visitor diversity. Particularly, Congaree rangers hope to increase visitation from the local Black community which surrounds Congaree National Park. Rangers at Congaree mainly use social media to advertise but have also investigated other forms of advertising and fundraising as well, including a Friends of Congaree Swamp license plate. This thesis will show …

The Effectiveness Of The Counter Marketing Strategy Of The Truth® Campaign, Maura Castronuovo

Senior Theses

The counter marketing strategy of the truth® campaign is unique. They use a voice that does not talk down to the teens in their target market; instead, they talk to teens in their own voice. Throughout this paper, I work to determine the effectiveness of the truth campaign’s counter marketing strategy. I do this through my own research, in which I utilize a survey and two focus groups, in addition to secondary research. As many of the studies I looked at were from the time of the launch of truth®, conducting my own research allowed me to gain a better …

Selling Childhood: How The Middle Class Used Children In The Anti-Tuberculosis Movement (1930s-1940s), Hannah Fisher

Senior Theses

During the anti-tuberculosis movement of the 1930s and 1940s, children were chosen as focal points, with their roles shaped by society’s changing view of childhood, the emergence of the middle class, and the socioeconomic and political climate. Children were used by middle-class reformers as conduits through which to disseminate information and enact controls on the working class. Health education in schools had two main goals: (1) for educated children to become educated adults, and (2) for educated children to transform the behaviors of adults around them. Although researchers have studied middle-class interventions into children’s health, few have analyzed the role …

#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson

Senior Theses

When planning and executing the Olympic Games, a premier event in modern sport, the International Olympic Committee (IOC) relies heavily on sponsorship revenue from their official sponsors. “Worldwide Olympic Partners,” the top 11 sponsors of the 2016 Olympics, had exclusive rights during the Olympic cycle from 2013-2016.

With the purchase of these expensive sponsorship deals, brands are looking to capitalize on the “glow” of the Olympics, and use excusive Olympic intellectual property to make ties from their brand to the Games. In order to make these sponsorship deals more valuable, the IOC has historically provided official partners with added exclusivity …

Social Media Marketing Strategies In The Organic Food Industry, John Haff

Senior Theses

This study used content analysis to review the social media marketing strategies of the organic food industry. The results reveal which social media channels are being used and which social media marketing strategies are being used. Qualitative techniques were used to generate a pool of eight organic companies. The social media channels used were highlighted by Chanthinok, Ussahawanitichakit, and Jhundra-indra (2015) as those used by frequency and the ability of the application to achieve the desired marketing goal. The marketing strategies assessed were categorized first as transformational or informational and then further subcategorized by the way it is perceived by …