Marketing Commons^™

Just Following Up: My Experience As A Summer Student Administrator For Osler, Hoskin & Harcourt Llp, Bridget Leslie

SASAH 4th Year Capstone and Other Projects: Publications

In this paper, I reflect on my experience as a Summer Student Administrator for Osler, Hoskin & Harcourt LLP where I acquired skills such as proficiency in various software and data analysis as well as professional communication, confidence, and organization. I applied these skills daily to produce quality work, and I am still applying these skills to my academic and personal life almost a year later. The culminating experience of the summer was presenting my own data analysis to a group of executives, which helped me improve my presentation skills and foster confidence in my own abilities. In addition to …

Paid Advertising: Understanding How Ad Format And Visuals Impact Ad Link Clicks And Conversions, Samantha Ensinger

Honors Projects

Limited research exists that effectively describes what format of ads (photos, videos, graphics, or GIFs), receive the most link clicks, the most adds-to-cart, and the most conversions. There is even less research available that describes the extent to which the visual structure of advertisements, such as chosen colors, imagery, text, and duration impacts ad performance. This study sets out to address and help close this research gap by creating and testing multiple advertisements on Facebook and Instagram.

The Artist's Artist, Katherine Cacopardo

Honors Scholars Collaborative Projects

My senior project is the creation of a brand identity that explores how sounds, words, and imagery work together to create a complete experience by illustrating the recorded music and lyrics of fellow honors student McCall Chapin. My project includes album/single artwork, one music video, one lyric video and lyric video concepts for each of the other songs, streaming strategy, social strategy, and supplementary photos and graphics for promoting the work on social media. The idea is to create a complete brand that not only fits who McCall Chapin is as an artist but also visually tells the story of …

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 …

Nonprofit Social Media Internships: A Handbook, Allison M. Laroy

The Cardinal Edge

This brief research report provides details on a study that examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and the researcher’s lived experiences as a social media intern, a handbook was developed for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on …

A Guide To Digital Marketing For New Creators, Lexi Gerbino

Backstage Pass

This is a guidebook and primer in the use of social media for marketing music, arts or any product or service using freely available online resources. The author explains the basic approaches to building up an online audience and following, emphasizing do-it-yourself (DIY) organic, cost-effective outreach tactics. Paid strategies are also discussed. The author has been involved in various grass roots social media marketing campaigns and draws on their own experience, as well as that of other marketing practitioners who were interviewed as part of the project to inform the recommendations found in this guidebook.

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Honors Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

The New Wbgu: A Social Media Marketing Strategy, Brittany Line

Honors Projects

This project looks to find the most effective ways of growing and engaging a social media audience for WBGU-FM. Included in this is strategy used to interact with more people, an analysis of what elements were effective, and ways to increase content. Social media holds growing importance in promoting and connecting with an audience. This project is needed because recently, WBGU-FM has not been frequently or effectively using their social media platforms to connect with the community. As the shift of WBGU-FM’s purpose takes effect to focus on more community aspects of radio, it is important to have multiple ways …

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Music & Media: A Senior Recital & Honors Project, Kayla Luteran

Honors Projects

Music & Media: A Senior Recital & Honors Project is a cross-media marketing strategy. The main purpose of this project was to develop visually appealing, informative graphic elements and branding to effectively promote a musical performance. This is interdisciplinary in nature and includes written and oral communication.

While many music students post about their senior recital on social media or place flyers, they do not develop a thorough methodology for generating buzz about their event. Although musical preparation is of utmost importance for a performance, I believe that time should be spent on all aspects of planning the recital. With …

17 Days: Cross-Country With Social Media, Zachary Alvarado

Senior Theses

"Austin Prescott and Zach Alvarado travel from South Carolina to California using social media to find and communicate with hosts throughout the country..."

https://www.youtube.com/watch?v=V8k6EQnW5D4

Costs of investment were weighed against capital contributions throughout our campaign. While the film serves to inspire, entertain, and inform, the paper dives deeper into the brand-building, cost-savings, and logistics of the trip. In the end, we more than doubled our initial investment and had an awesome time while doing it.

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …

Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii

Walden Dissertations and Doctoral Studies

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …

Defining Your Online Presence For The Arts Professional: Facebook, Twitter And Instagram, Lauren Puzier

University Libraries Faculty Scholarship

A discussion of the costs and benefits of using social media and online tools to boost your professional profile, and tips on how to tailor your experience. This presentation focuses on how artists, art educators, museum professionals and other art world are using Twitter, Facebook and Instagram to manage their online image and business.

Viral Hollywood: How Social Media & Other Emerging Technologies Have Molded The Modern Moviegoing Landscape, Benjamin P. Conniff

Mahurin Honors College Capstone Experience/Thesis Projects

There’s no denying that the rise of the internet has brought about change in the Hollywood landscape. Fans now use social media, like Facebook and Twitter, to share word-of-mouth about movies both good and bad. In a sense, anyone can use these new “spreadable media” to be a critic. I myself took it one step further and started my own film review blog. I was even published in the College Heights Herald student newspaper for over a year! In gauging my audience’s tastes in social media usage and in film, I have uncovered the fact that the hot-button marketing issues …