Business Commons^™

Rebranding Hillel At Syracuse University, Marisa Bunis

Honors Capstone Projects - All

My rebranding of Hillel at Syracuse University was a multi-step process. First, I had to understand what rebranding truly meant – what made a successful rebranding, what to avoid during a rebranding, etc. I gained this critical knowledge by reflecting on my education as an advertising major and consulting credible online sources on the topic. The next step was to gain a deeper understanding of my client, Hillel at Syracuse University. I again drew insights from my own experience as a student highly involved in the organization, and I also learned critical information from resources provided to me by Brian …

Instagram: Builiding A Following In Niche Audiences And Captivating Strangers Utilizing Visual Social Media, Maia Henderson

Honors Capstone Projects - All

Social media platforms, such as Facebook and Twitter, are used by advertisers to create brand identity and connect with consumers on a personal level. With the invention of Instagram however, fashion enthusiasts have been able to create their own visual accounts and build a following within a niche community. They don’t have to represent a specific brand or be sponsored, yet they are followed by many because of the quality of their content and by utilizing certain Instagram conventions. There is no known formula about how these accounts become so popular. These “Instafamous” accounts resonate deeply with their followers and …

Viewability: An Exaggerated Crisis, Jared Rosen

Honors Capstone Projects - All

This thesis addresses the ongoing debate surrounding Viewability within the digital advertising industry. Since advertising is the lifeblood of many publishers and sites across the web, it is vital that brands and marketers derive value from this relationship. The Media Rating Council and Making Measurement Make Sense Movement both over exaggerate the value of Viewability in the digital advertising marketplace. By examining a plethora of articles and regulatory standards, I have been able to conclude that Viewability is a soft metric that does not provide media insights into the success of a given campaign. By conducting interviews and reviewing articles …

Race And Gender In Public Relations: A Qualitative Analysis Of The Experiences Of Women And Women Of Color In Pr, Emelia Armstead

Honors Capstone Projects - All

The purpose of this research project was to better understand the state of diversity in the PR industry by examining the unique experience of women and women of color working in PR. Using qualitative coding methods, five blogs by both women of color and White women were coded to determine emergent themes. While some themes were consistent among all authors, other trends emerged only among White women or women of color, respectively. From the personal and professional experiences of these women, these themes offered insights into the effects of both race and gender on the experience of female PR professionals.

More Than Just A Game: From Regional Sports Rivalry To Separatist Politics, Ruitong Zhou

Honors Capstone Projects - All

In the Capstone, I will explore one of the most intense football clashes in history: El Clásico (The Classic), which refers to a match-up between Real Madrid C.F. and FC Barcelona. When these most successful football clubs meet on the field for 90 minutes of intense action, it soon becomes very clear that this is much more than just a game or just sports. The field can be seen as a battleground, and the game could be a substitute for war between two ideologies, cultures, and social classes. This rivalry has a real and profound political tone, which goes back …

The Role Of Investor Relations In Crisis Communications, Rebecca Leigh Warren

Honors Capstone Projects - All

By the end of the 2000s, Domino’s Pizza Inc. was facing decreasing sales and a dwindling stock price, as consumers were frequently disappointed in the quality of the chain’s food. In April 2009, the pizza giant was faced with a sudden crisis when a YouTube video surfaced showing employees contaminating food with bodily functions.

This study will focus on the events following the crisis. Specifically, the study will examine Dominos’ unique pivot towards a transparent communications strategy in hopes of revitalizing its business model and its share price.

The methodology used to explore Domino’s new communications approach includes an in-depth …