Business Commons^™

The Dove® Campaign For Real Beauty: What’S Next For Inclusivity?, Kelly Indermill

Journalism

This study analyzes the Dove Campaign for Real Beauty, examining the brand’s overall implementation of the campaign, as well as its successes and failures. More than ten years after the launch of Dove’s first campaign, the advertising world has greatly evolved. In an ever-changing media world, Dove took the first step towards an attempt at an all-inclusive advertising campaign. This study examines the degree to which Dove’s innovative campaign set the bar for future advertisements. It demonstrates the importance of corporate social responsibility, brand management, inclusivity and the two-way symmetrical communication model.

Spectator Attendance Strategies: A Best Practices Examination Of Mls Expansion Franchises, Bryce Schomburg

Recreation, Parks, and Tourism Administration

The expansion of Major League Soccer (MLS) has dramatically raised league awareness throughout the nation. This impact was influenced by the additional consideration organizations have paid to the role of spectator attendance within professional sports. The purpose of this study was to examine the best practices for spectator attendance strategies employed by recent MLS expansion franchises. The following organizations were evaluated for the comparative analysis: Seattle Sounders, Portland Timbers, and New York City FC. These organizations were analyzed through a best practices comparison guide developed by the researcher. Data were collected from the selected teams’ websites, third party organization analysis, …

Bolthouse Farms Case Study, Garret Powell, Brett Banducci, Anna Greene

Case Studies in Agribusiness

The history, growth and current operations of Bolthouse Farms is presented, with a discussion of carrot growing, processing and marketing.

Kiler Ridge Olive Oil Farm, David Ayala, Martin Andersen, Rudy Raimondi

Case Studies in Agribusiness

Gregg Bone, a Cal Tech trained engineer, is a serial entrepreneur who has started 13 successful businesses, mostly in the tech industry. After a bicycle trip through Tuscany, his wife Audrey wanted to plant 40 olive trees in their backyard, which Gregg thought would be an expensive hobby. Better to plant 835 trees on a 58 acre property near Paso Robles, CA, in 2010. Five years later Gregg modified and installed an Italian olive mill for his own olives and as a custom crush operation. As a craft olive oil business, they marketing similarly to how neighboring wineries market their …

Regional Wine Reputation: How It Influences Trade And Consumer Purchasing Behavior, Joseph Bernard Ostrander

Master's Theses

ABSTRACT

Regional Wine Reputation: How It Influences Trade

and Consumer Purchasing Behavior

Joseph Bernard Ostrander

What are wine trade buyers and wine consumers willing to pay for a bottle of wine based on the reputation of the grape growing region apart from existing corporate branding reputation, variety popularity, or accolades from industry periodicals and celebrity wine critics? Results from a previous study discovered how attitudes about place-of-origin influenced consumer perceptions regarding the quality associated with the wines from that region. Related research also looked at how wine prices depended on the quality associated with a wine region’s reputation when linked …

Marketing Alaskan Seafood: Strategies With Brand Identification, Differentiation, And Promotions, Anna Jacobson

Journalism

Everyday the globe experiences changes with food. New methods in growing and harvesting are becoming approved, while others are frowned upon. People care more about where their food comes from than ever before. This research is to explore how Alaska seafood can successfully market their products in an ever-changing world. As challenges present themselves in the industry, opportunities are there as well.

This study sets out to explore marketing strategies for promoting a seafood brand. Through exploring current literature and interviewing experts to obtain data, conclusions will be drawn and analyzed. These findings will help to understand the best practices …

Alternative Institutional Arrangement For Urban Transit And Intercity Railway Operations: Lessons For The U.S., Seitu Akira Coleman

City and Regional Planning

Public transportation is an important part of the U.S. transportation system. After losing popularity in the U.S. during the mid-20th century, public transportation has been making a strong comeback in major metropolitan areas since the 1990s. In an effort to reduce inner-city traffic congestion, promote environmentally sustainable development patterns, rejuvenate decaying central business districts, and take advantage of all the other externalities of public transportation (i.e., reduced air pollution, a smaller urban footprint reducing sprawl, etc.), urban areas have been actively expanding their existing systems or building completely new systems. Despite the strong interest in reinvesting in public transportation and …

Hop Farm Business Plan And Economic Study, Matt Polvi

Liberal Arts and Engineering Studies

The purpose of this project is to create a business plan for a hop farm in the

Willamette Valley of western Oregon with the final document including a study for both

financial and agricultural feasibility.

Headstart Nursery: Rooted In Quality, Luis Alonzo, Michael Joyce, Clinton Loomis, Doug Kaplan

Case Studies in Agribusiness

Growers can more efficiently use their land if they grow from transplants than from seed. Headstart Nursery started in 1979 to supply Christopher Ranch, well-known for their garlic products, with bell pepper transplants. Since then, Headstart expanded their transplant line to other Salinas Valley crops and even flowers. Transplants are labor intensive; Headstart has been innovative with their human resource management policies and practices.

Driscoll's: The Global Brandje, Jesus Morales, Edgar Lopez, Noah Lilien, Jack Stradley

Case Studies in Agribusiness

With a mission “to continually delight berry consumers”, Driscoll’s is the arguably the world’s largest berry company. They started as strawberry breeders, expanded in raspberries, blueberries and blackberries, and have been leaders in packaging and marketing of berries. They do not grow berries for market, but develop the nursery stock, which they provide to their growers, and market the output. They also provide theirs growers with advice and guidance on issues ranging from sustainable growing practices to labor management.

House Of Bread Case Study, Audrey Butler, Danica Cramer Danica Cramer, Mackenzie Thesman, Alicia Warren

Case Studies in Agribusiness

Sheila McCann became bored with her public defender job and decided to open her own business. She made a list what she wanted from a business and came to open House of Bread. She uses high quality ingredients and stresses the craft nature of her small batch baking. With her San Luis Obispo store running well, she looked for where else she would like to live and settled on Truckee, CA, known for its outdoor activities. With this new store she is exploring franchising.

Shanley Farms: Premium Produce That People Care About, Maggie Andrada, Bryce D’ Arelli, Melissa Gurvis

Case Studies in Agribusiness

When Jim Shanley retired from an executive position with a large commodity and feed company, he bought avocado farms in Morro Bay and Visalia. He soon expanded into Finger Limes and innovative marketing of his avocados.

Head Start Nursery: Rooted In Quality, Luis Alonzo, Michael Joyce, Clinton Loomis, Doug Kaplan

Case Studies in Agribusiness

Headstart Nursery started as a supplier of bell pepper transplants to Christopher Ranch, a large produce company in Gilroy, CA. Their first season was so successful they decided to expand their offerings to other produce transplants and even flowers. Today they are a large transplant supplier of both conventional and organic produce.

Driscoll's: The Global Brand, Jesus Morales, Edgar Lopez, Noah Lilien, Jack Stradley

Case Studies in Agribusiness

How Driscoll's grew to become the world's largest berry marketer is presented.

An Advertising Plan For Clarityadm, Chelsey Porter

Agricultural Education and Communication

The purpose of this project is to develop an advertising plan for a small business based on the central coast. In this project you will find information pertaining to the aquarium keeping hobby as well as creating business website and business cards. This was designed to create a website and business cards in order to broaden the customer base for the business and increase profits.

Chipper: Capacitive Bed Occupancy Sensing For An Intelligent Alarm Clock, David Levi

Electrical Engineering

What if your alarm clock knew when you got out—and stayed out—of bed? Current alarm clocks happily let you go back to bed after turning them off. In this project, I build an alarm which only stops ringing when you get out bed, and starts ringing again if you lie back in bed.

This project uses capacitance to detect bed occupancy. A person on or near the bed creates a tiny, picofarads level increase in capacitance, as seen by a sensor placed under the mattress. A microprocessor interprets this signal, and also drives an audio alarm. Shielding of the sensor …

The Economics Of Successful Billboard Advertising, Alexa Thomas

Graphic Communication

This study explains the economics of billboard advertising, specifically pertaining to the internal and external elements that make them effective for both consumers and the brand. Billboards have been used as an advertising medium for more than a century, and are still used today. The question is, “What about billboards make them so effective?” Secondary research was examined to better understand the history of billboards, how they compare to other mediums, and the elements experts consider throughout the campaign process. After analyzing secondary articles and studies, primary research was conducted by interviewing a sample of consumers and experts to determine …

Clothing Company Differentiation Through Social Media, Joshua Birnbaum

Graphic Communication

The purpose of this study was to analyze social media techniques utilized by some of the dominant clothing companies in the industry. This will provide a base of information to strategize a social media approach to increase followers for the Birds Apparel clothing company across multiple social media platforms.

This study investigated the impact social media marketing techniques had on consumer response, and their effectiveness in translating this into a paying customer. Collaborations with photographers, a revamped website, and giveaways were all used as methods to draw new followers. Results from data collected from surveys and on the Birds Apparel …

The State Of Open Data In American Local Governments, Alice Zanmiller

City and Regional Planning

No abstract provided.

A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst

Communication Studies

This paper offers a close reading analysis of Bud Light's PacMan Super Bowl commercial to uncover what rhetorical strategies are employed to appeal to the millennial generation. It discusses three main strategies: creating a "real" experience, nostalgia marketing, and emphasis on the "experience."

An Experiment: Instagram Marketing Techniques And Their Effectiveness, Ashley Ha

Communication Studies

Social media marketing has become the newest form of advertising for companies. The mobile-social platform, Instagram, has become an important tool for marketing. About two-thirds of big companies are already using Instagram to their advantage. There are no set guidelines on how companies should be advertising themselves on Instagram but there are patterns. The purpose of the study is to find out which Instagram marketing technique out of the three I’ve chosen can be the most successful when trying to achieve more followers, have a wider brand recognition, and increase sales. The marketing techniques I’ve chosen are Instagram posts showing …

Inland Vet Supply Employee Training Manual, Jessica Crawford

Agricultural Education and Communication

The purpose of this senior project was to create an informative manual that would aid new employees in learning proper store protocols at Inland Vet Supply. The project included the creation of the manual based on the wants of the employer, Tammy Horal, as well as the needs of the store itself. The manual was written in a way that could be easily understood, and quickly referred to. The intended goal for the manual was to improve the ease of learning, and to reduce the amount of confusion when teaching new employees store procedures. It is with hope that once …

Designing A Visual Brand For A Children’S Furniture Startup, Rachel Denoble

Graphic Communication

The purpose of this study was to design a visual brand for a children’s furniture startup company. The research from this study was applied to The Cardboard Guys, a company that makes furniture completely made out of corrugated cardboard. Designs were created for the company’s branding style guide, product assembly instructions, and Kickstarter campaign page. Each piece of this project was measured for success a little differently - the style guide was given feedback from a professional design firm, the assembly instructions were given to a group of kids and parents to test, and the Kickstarter campaign was both critiqued …

Video Production For Inaugural Agb Alumni Gala: A Collaborative Project Between The Journalism And Agribusiness Departments, Katheryn Jaymes Mcdermott

Journalism

This project was designed to provide an overview of the Agribusiness department and its history at Cal Poly. It was designed to be used for purposes having to do with alumni relations. The goal of the project was to describe, through the use of video, the history of the department and its impact on the Agriculture department at Cal Poly. Ultimately the project is intended to demonstrate the history of where the department started, where it is now, and where it is headed in the future.

Setting The Standard: A Study Of The Walt Disney Resort Service Model, Kelsey Freeman

Recreation, Parks, and Tourism Administration

Companies are constantly seeking new ways to keep up with the changing expectations of customers. In the hospitality industry customizing guest service to each individual guest is a step that can be taken to create lasting relationships. The Walt Disney Resorts are worth examining for their high rate of return. The purpose of this study was to analyze the best practices and success of personalizing guest experience at the Walt Disney Resorts. The researcher used a case study checklist to gather information about the efforts Disney makes to customize guest experiences.The study found that allowing guests to customize their vacation, …

Web Based Marketing: A Best Practices Examination Of Rural Destinations In The American West, Elsie Cline

Recreation, Parks, and Tourism Administration

In recent years the United States has seen a growing trend in rural travel, which has increased the awareness of rural destinations. However, in order to compete with larger destinations, rural destinations must market themselves through various online outlets. The purpose of this study was to examine the web based marketing practices of five selected rural tourism destinations in the Western United States. The destinations studied were: Tonopah, Nevada; Ajo, Arizona; Creede, Colorado; Taos, New Mexico; and Marfa, Texas. These destinations were analyzed through an examination of destination websites and social media accounts. The results showed that in order to …

Heads In Beds: A Best Practices Examination Of Advertising Platforms For Multi-National Hotel Chains, Erika Segal

Recreation, Parks, and Tourism Administration

Multi-national hotel chains have thousands of hotels and resorts all over the world. Despite their many differences, one thing they all have in common is the need to advertise. The purpose of this study was to research the advertising techniques of each chain in order to determine the best practices for this business sector. The researcher found that many of the chains were inconsistent with their advertising platforms, rendering their efforts ineffective for acquiring and maintaining customers. Key recommendations were that a company only keeps advertising platforms if they are able to maintain and manage them well, to ensure that …

Firestone-Walker Brewing Company, Joe Hare, John Fitche, John Mazzilli

Case Studies in Agribusiness

Starting in 1996, Firestone-Walker Brewing Company grew to become the 16th largest craft brewer in the U.S. by 2013. Much of their success can be attributed to taking advantage of opportunities when they present themselves. Their “805” brand is an example of many factors coming together to the company’s benefit.

Examining Consumer Preferences Within The Avocado Industry: Does Point Of Origin Matter?, Sheldon Bosio

Agribusiness

The avocado market in the United States has grown immensely over the past two decades, and numerous foreign regions import avocados into the United States in order to keep up with domestic consumer demand. This study was conducted to primarily determine if point of origin is a factor consumers take into consideration when purchasing avocados. As avocado consumption has dramatically increased over the past twenty years, trying to understand consumer preferences within the avocado industry was also an important aspect of this study. A survey was conducted and gathered 290 useable responses. The majority of the respondents resided in California, …

Consumer Perceptions Of Cross Promotional Strategies: Exploratory Research In The Music And Fashion Industries, Nora E. Heally

Journalism

The aim of this study was to explore how cross-promotion and experiential marketing influence brand building within the context of the music and fashion industries.

A-B testing was used to collect data on user perception of different design elements on a point-of-purchase web page. The data was analyzed to determine which design elements were most successful in positively influencing purchase intent of the user.

Overall, the participants is this study favored the treatment websites (58% average) to the control websites (42% average). To appeal to the consumer and begin the experiential marketing process for an event, a website should contain …