Business Commons^™

Public Health Campaigns And The Covid-19 Vaccine: An Analysis Of The Role Marketing And Public Relations Play In Combating Vaccine Hesitancy And The Spread Of Misinformation On Social Media, Emily Mahoney

Journalism

This study is intended to determine the role social media has as a messaging platform for information regarding the COVID-19 vaccine and the persuasiveness misinformation on these platforms has on people’s perceptions. Researching how the impact of COVID-19 vaccine misinformation and falsehoods can affect perceptions of our society will show how important marketing, PR, and other professional communicators roles are during a time like this.

Skyview Los Alamos Winemaker Pool Party Series 2019: Brand Reputation And Relationship Building Through Special Events, Jessica A. Mclin

Journalism

The following study was performed to determine the effect of planned special events on brand reputation and how they can be used as a tool for relationship building. There is a focus on outlining goals within an organization and identifying key publics that will assist in reaching said goals. The campaign’s focus was to create and publicize a Rosé Pool Party series, an opportunity for the newly reopened Skyview Hotel in Los Alamos, CA to work with and promote the surrounding business community. With scholarly research, the design of the campaign attempts to strategize event marketing to benefit the organization …

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation, …

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …

Determining California National Guard Airmen’S Opinions And Attitudes Regarding Morale, Welfare And Recreation Programs: A Research Project, Natalie Delossa

Journalism

This senior project creates research design parameters that will facilitate two- way communications between the California Air National Guard and its airmen. The benefits of conducting its research are twofold. First, the California Air National Guard can learn more about its airmen. Second, the California Air National Guard can use information about its airmen to better serve its external publics in future public relations and marketing endeavors.

This project addresses the importance of conducting two- way communication between internal and external publics (in this case, the California Air National Guard and its airmen and the California Air National Guard and …

Content Marketing Enhances Public Relations Strategies Through Social Media To Increase Market Shares For Businesses, Kelsey Donofrio

Journalism

This paper is the about the study of content marketing and the value it brings to companies. There will be discussion on the elements and tactics of content marketing that will help a business become successful. The data, to support this study, will come from working professionals in the marketing and public relations industry, as well as additional research from books and articles. This paper will discuss why written word and infographics are the best and most commonly used tactic, and why content marketing is a great tool for companies to connect and inform their consumers, on a themselves or …

Campaign In A Box: Creating A Universal Public Relations Plan For Community Success For Any Small Business, Emily Branson

Journalism

No abstract provided.

The Creation Of Student-Run Public Relations Firms: A Historical Look At Student-Run Firms, Hannah Hazdovac

Journalism

This study explores the history and background of student-run public relations firms on

college campuses and the benefits, if any, that students receive as a result of working

in such a firm. The public relations industry estimated at growing 18 percent between

2006 and 2016 (Todd, 2009). Even with the sudden expansion of the public relations

industry, and subsequently, public relations education, evidence suggests that recent

public relations graduates often times do meet entry-level outcome expectancies of

employers, leaving a need for a change in curriculum (Creedon, Dostal, Gael, Smith &

Walker, 1999). It is becoming increasingly more important to …

Building Brand Loyalty Through Youth Consumers And The Use Of Grass Roots Consumer Marketing, Jennifer Sirchuk

Journalism

The following study explores the different approaches that a brand can take towards building brand loyalty. The study focuses on the differences of targeting youth consumers as opposed to adult consumers when building that loyalty and brand awareness. Briefly, Keller defined brand awareness as the ability to identify the brand under different conditions, and added that it consists of brand recognition and brand recall (as cited in Kwang-Ho, Minsung & Won-Moo, 2011). The basis for building brand loyalty is creating brand recognition in conjunction with building relationships with consumers. This study investigates the benefits of using grass roots marketing as …

Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian

Journalism

The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) "the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs" (p. …

Use Of Social Media For College Athletic Events: Analysis And Implementation For The Cal Poly Women’S Basketball Program, Krista Lee Scarbrough

Journalism

No abstract provided.

The Sacred And The Secular: Blending Borders To Maximize Product Success, Karen R. Deross

Journalism

In a society where a person can choose anything he wants from a vast literary buffet, the products that appeal to varied audiences with differing values and interests stand out among the masses. The Purpose Driven Life by Rick Warren is a prominent example of a product that became explosively successful in two starkly differing markets: the secular and the religious.

This research paper explores the history and controversy surrounding the combination of these two markets and the implications they have for each. The triumph of The Purpose Driven Life, as well as other prominent Christian titles, is focused on …