Business Commons^™

Social Media Among College Students, Julia Martorano

Honors Projects

Within the past decade, social media has become a huge part of most peoples’ everyday life. People use social media to keep up with old friends, to see what their current friends and family are up to, to follow celebrities, and so much more. Researchers and the general public have begun to wonder if this obsession with social media is detrimental to individuals and society. Throughout my research, I strived to answer two research questions. “How does social media affect a college student’s GPA, productivity, and life satisfaction?” and “How do celebrities and companies create social media content that drives …

Applying The Consumer Decision-Making Model To An On-Campus Coffee Shop, Madalynne Chapman

Honors Projects

The purpose of this research was to use the consumer decision-making model as a framework to assess if there are factors that may prompt (or not prompt) an individual to make a purchase at Forhan’s Café, a small coffee shop located inside of the Maurer Center at Bowling Green State University. To answer this, both a personal interview with a BGSU Dining staff member and an online survey of campus consumers were conducted. The personal interview was conducted to understand their current marketing strategies for the café and to guide the survey design. The online survey consisted of 24 questions …

The Cultural Impact On International Marketing: Understanding How Different Cultures Influence Advertising Perception And Strategies, Nathaniel Roffman

Honors Projects

This case study evaluates the effectiveness of standardized international marketing campaigns versus globalized international marketing campaigns in the context of two multinational corporations, McDonald's and Burger King, both operating in the United Kingdom. The study compares the outcomes of a standardized marketing approach, which uses the same marketing messages and materials across all regions, to a globalized approach that considers local cultural differences and modifies the marketing messages accordingly. The study analyzes the impact of each approach on brand recognition, and customer engagement, as well as the benefits and challenges associated with each strategy. Additionally, the study examines the importance …

The Impact Of Instagram Usage On Body-Esteem In Young Women In College, Kirsten Etzinger

Honors Projects

Instagram as a platform is increasing in popularity, especially among young women. Young women may use Instagram to keep up with their peers, follow trends, or as a way to express themselves. However, it is evident that young women can be negatively affected by the content they are exposed to on Instagram. This study examines the impact that increased Instagram usage can have on body-esteem in young women in college by evaluating their degree of Instagram usage, motivation to use social media for body comparison, and feelings of body-esteem. An online survey was conducted with BGSU college-age female students and …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

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.

Developing Marketing Strategies To Enhance Students’ Perception Of Service Within The Thompson Scholarship Program, Emileigh Kleps

Honors Projects

Understanding the perceptions of Thompson Family Scholars to suggest improvements of marketing strategies within the Thompson Scholarship Program for the benefit of current and future Thompson Family Scholars.

Researching A Marketing Strategy And Building A Website For Small Business, Trinidad Montez

Honors Projects

Research regarding the process and marketing for the design of a website for a local small business.

Determining The Best Practices Of Social Media For A Small Business: A Case Study On The Salt Cave Of Perrysburg, Michelle Timms

Honors Projects

This study is about finding the best social media practices for a small business. I used The Salt Cave of Perrysburg, which is located in Perrysburg, Ohio, as my testing subject for the implementation of the social media practices that were found through primary research, such as surveys and waiver forms, and secondary research, such as previous research papers, textbooks, and previous surveys. Through primary and secondary research, this paper will describe how to research and then implement the best practices for a small business. With the research I have found, I then implemented those findings to The Salt Cave …

Small Town To The World Wide Web: Designing A Website For A Local Business, Madison Cozzens

Honors Projects

The Raspberry and The Rose is a small business in Medina, OH, and had a multitude of visual communication issues that needed to be solved. But what's an online presence without a website? "Small Town to the World Wide Web: Designing a Website for a Local Business" focuses on fulfilling a local business's need for a strong online presence. It dives into how a user's experience on the website can impact brand loyalty, foot traffic, and overall perception of a business. The ultimate goal of this project is to provide insight into how a non-e-commerce website can impact a business.

Creation Of A Home Bakery: A Business Plan, Erika Prusak

Honors Projects

Nothing exemplifies business knowledge more than creation of a business plan, and subsequently, creation of a business. Both pull together business knowledge of marketing, management, accounting, business law, supply chain, and finance. Business knowledge is then tied together with the mentality needed of an entrepreneur to tackle challenges and thrive for the moments when everything works out perfectly. Completing a business plan will organize my ideas and help me see my business clearly. It will help me identifies areas that I need to research more as well as areas I cannot figure out until I start it. My business plan …

For The People: A Collaborative Space Assessment - Budget And Analysis, Devan Harmych

Honors Projects

One of the most important keys to success is community. Within a community, people come together to support each other and help them achieve their hopes and dreams. When looking at the Honors College and the space they utilize within Founders Hall, there is an opportunity present to further expand the community and to design a space to better support students of the future.

“For The People: A Collaborative Space Assessment”: A Joyful Interpretation Of Room Design, Anne Holland

Honors Projects

To create a space that matters one must focus on the needs of the people who will use it. It is easy to create a beautiful space, however if that space does not function for those it was built for it has no point. Currently in the basement of Founders Residence Hall on the Bowling Green State University campus there is an old unused cafeteria space. This space has not only the potential but the ability to become something new, something of use. It is an area that could not only be renovated and redone by the Honors College but …

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 …

The Creation And Impact Of Mr. Agne’S Career Collection, Evelyn Hamady

Honors Projects

This project discusses the creation of Mr. Agne's Career Collection located in Eppler South 117, and the impact it has on Bowling Green State University's students. This community impact project focuses on providing students with professional attire and accessories that may be needed when job searching or applying to internships. This project also covers the process of receiving donations, prepping donations, and placing those donations within the school's inventory system.

Branding On A Budget: Marketing In The Nonprofit Sector, Nicholas Biere

Honors Projects

“Branding on a Budget: Marketing in the Nonprofit Sector” This service learning project combines academic research with experiential service learning. The purpose of this project was to create a strong brand for BeInstrumental, a nonprofit music education organization from Toledo, Ohio through the creation of a graphic branding plan. Principles of visual communication technology, graphic design, marketing strategies, branding, and graphic design are all implemented in this project.

Stand For The Small: How To Effectively Brand And Market Your Small Business On Social Media, Erika Glover

Honors Projects

This document is a resource intended for female entrepreneurs who own or are looking to launch their own small business. The focus of this resource is to help business owners understand and apply strong social media marketing tactics to their small businesses. The document draws on passions, mission, and brand identity to help the user visualize the long term vision of their company's image. This is achieved by providing research and information on social media marketing in the following categories: target audience, gaining customers, brand goals, mission, visuals, voice, platforms, hashtags, analytics, and a pep talk.

The final element of …

Establishing & Applying Brand Guidelines For The Wood County Humane Society, Paige Isovitsch

Honors Projects

The purpose of this combined VCT Synthesis and Honors Project was to create consistent branding for the Wood County Humane Society (WCHS). The objectives were to create brand guidelines for the non-profit, and then implement the guidelines to create new marketing materials. This project is interdisciplinary in nature and includes visual design, marketing, and communications.

Many non-profits struggle with revolving staff, and some, such as WCHS, do not have a staff member with expertise in marketing and design. In the case of WCHS, this resulted in inconsistent branding that appeared unprofessional and confusing to the community. With this project, I …

College Of Business, Business Career Accelerator, Qualitative Research Study On Student Involvement In Professional Development Activities, Madison Vincent

Honors Projects

The creation and execution of this project began by analyzing the honors project specifications, to design a project that met the Honors College criteria. To meet these criteria, a market research study was conducted to assist the College of Business’s Business Career Accelerator management in understanding the student market of the College of Business. In addition, the study’s goal is to make recommendations utilizing marketing and education frameworks to maintain and increase student usage of the center. The project was executed using traditional market research frameworks, which required conducting in-depth interviews of College of Business students to determine student attitudes …

Moosejaw Market Expansion Into France, Rachel Renou

Honors Projects

This research project examines the Moosejaw brand, the outdoor apparel industry, and an overview of France’s political, economic, and cultural environment. The research goal is to analyze key aspects of France that would influence a business’s decision to expand into the country. The information regarding France’s fit for new businesses would then be tailored to Moosejaw to implement. Data found throughout the research process that characterize France as a good fit or not for new foreign business include the current political state of rioting by the Yellow Vests, Macron’s future pro-business plans, the French high quality of life standard, shifting …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

Investing In Faculty To Improve Attendance At Collegiate Athletic Events, Nicholas Ocampo

Honors Projects

NCAA Division I institutions across the nation have consistently experienced declining attendance numbers at home athletic events over the past few years. Acknowledging this downward trend, this study explores how making an investment in faculty can positively influence attendance numbers and faculty involvement in athletics. In addition, studies have supported the notion that a high level of fan support and attendance at athletic events can be correlated to team success. Accordingly, Bowling Green State University (BGSU), a mid-major school that sponsors 18 NCAA Division I varsity athletic programs, has implemented a faculty, staff and retiree ticketing program in order to …

Athletic Advantage: Employers’ Views On Applicant’S Involvement In Student Athletics, Jonathan Wenning

Honors Projects

I have always been told that because of my involvement in athletics, recruiters will be more interested to hire me over other candidates because of the skills I have learned as a student athlete. By completing this honors project, I had the ability to survey hiring managers and recruiters targeting Bowling Green Business Students to see if and why they have a preference of hiring a student athlete.

Marketing Plan For Create: Art Studio And Workshop, Rachel Marter

Honors Projects

CREATE: Art Studio and Workshop is a privately-owned art studio that hosts classes, workshops, and camps for both children and adults of varying skill levels. They offer topics such as painting, drawing, hand lettering, and other mixed media options. Although they teach courses for all age groups, their primary focus is the children’s classes. CREATE is owned by two Perrysburg moms: Deborah Lambdin and Kerry Wellstein. They founded the studio in 2014 and are currently in their fifth year of business. They thrive on the idea that art is not solely about the finished product, but rather the process, and …

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 …

Sales Leaders & Consultants Transition, Collin Newton

Honors Projects

The Bowling Green American Marketing Association (BGAMA) has been recognized as one of the top 5% chapters in the world for 5 consecutive years. The Sales Leaders & Consultants (SLAC) is a sub group of the BGAMA founded in 2017. The vision was to form a group of elite, competent, engaged students who have an interest in developing professional selling skills. After one year, SLAC has reached 15 members, engaged 4 corporate partners, received recognition at national competitions, and saved members over $300 through seeking rejection. 100% of graduating seniors had accepted job offers prior to the beginning of their …

Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie

Master of Arts in Media and Communication Plan II Graduate Projects

The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient …

Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson

Master of Arts in Media and Communication Plan II Graduate Projects

There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …

New Media Communication And Recruitment For Postsecondary Institutions, Jessica Gast

Master of Arts in Media and Communication Plan II Graduate Projects

The field of higher education is becoming more and more competitive and postsecondary institutions are aggressively searching for the best communication and recruitment strategies to recruit and attain high school seniors. As technology advances, the methods utilized to communicate and engage with prospective students during their college decision-making process must be transformed. The purpose of this Master’s project is to examine higher education marketing and recruitment literature to recommend the best communication and recruitment strategies in which postsecondary institutions should invest. Evidence-based research is utilized to examine how and why high school seniors learn about and engage with institutions, as …

Bowling Green High School Branding Plan, Michael Wenig

Honors Projects

The Bowling Green High School athletic department intends for their brand to be perceived a certain way by consumers. Consumers perceive the athletics department brand in a variety of ways, but questionnaire results show consumers perceive the athletics brand in three key areas that the Bowling Green High School intends for their brand to be. The following marketing plan discusses how the high school can strengthen their brand in the three areas of congruence with target consumers.