Business Commons^™

Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan

Journalism

This paper outlines how to run a non-commercial, non-profit radio station fundraising program, commonly called a Pledge Drive. Cal Poly’s radio station, KCPR 91.3, hosts an annual Pledge Drive in the spring. KCPR staff, specifically the fundraising manager and marketing director, lead the KCPR team in raising funds that support our operations for the upcoming year. This paper will detail the strengths of past fundraising drives and potential improvements to fundraising drives in the future while addressing the question of: How do college radio stations create continuity in non-commercial radio fundraising to ensure success amid changing economic conditions and the …

Wavzine: Independent, Localized Cultural Journalism In The Digital Age, Jake Edward Davis

Journalism

wavzine (also called .WAV or colloquially known as “The Zine”) is a music, arts, and culture multimedia website and print periodical founded by Cal Poly students in the summer of 2020. Two years on, it was comprised of roughly 45 regular staff members and even more occasional contributors, all of whom are volunteers. Along with independently publishing articles, videos, podcasts, and art online, wavzine also organizes and hosts concerts for local bands, collaborates with local cultural events such as Shabang Music Festival and the San Luis Obispo Film Festival, and sells its own branded merchandise. To its 2,700 Instagram followers, …

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.

Victoria's Secret, Rachel M. Granger

Journalism

Founded on June 12th, 1977 in San Francisco, CA by husband Roy Raymond and wife Gaye, Victoria's Secret has grown to become a renowned company in the fashion industry with a cult following for its lingerie, loungewear, activewear, and beauty products (Victoria's Secret, 2021).

Victoria's Secret aims to develop customer loyalty and an exceptional consumer experience through their high quality, sophisticated, and sexy products that appeal to every consumer's taste and budget with a variety of price points: bras from $19-$150, loungewear $29-$200, activewear from $20-100, and beauty products from $10- $21 (Victoria's Secret, 2021). Their products are designed "by …

A Podcast Designed To Discuss The Lives Of Students, Faculty, And Alumni In The San Luis Obispo Community, Sienna Addison

Journalism

This project was developed to describe the process of creating and launching a podcast for students, faculty and staff of California Polytechnic State University in San Luis Obispo to educate and inspire endeavors in entrepreneurship. The research began with the growing use of podcasting in higher education, as well as the increase in popularity and accessibility of podcasts in the last 20 years. The project was first developed by David Kozuch, a student at California Polytechnic State University in the fall of the 2019 school year and has continued to grow in the years since. Polycast is the published resulting …

E-Commerce And Web Design For Small Businesses: Using Blogs To Build Engaging Consumer Marketing, Emma N. Tomlin

Journalism

The following study explores how to develop a successful website for an E-Commerce store that is user-friendly and engaging to consumers. A key concept that this study will discuss, is how a blog can create engaging consumer marketing. This study is focused on Moondoggies Beach Club, a surf shop with two brick-and-mortar locations in San Luis Obispo, California. A Cal Poly student saw the need for their existing online presence to be reevaluated and recreated. This paper will address the importance of well-done web design for E-Commerce, including ways to achieve user-friendly, easily accessible, well thought out web design; as …

Travel Big Spend Less, Jessica Sharpe

Journalism

Travel Big Spend Less is a blog designed for college students who are looking for inspiration and ways to travel on a budget. I started this website after taking Advanced Digital Journalism (JOUR 410) and finding a way to keep my study abroad spirit alive. Creating the website from scratch as well as creating multimedia journalism components for the website have been one part of this project.

After starting this platform my friend and I who studied abroad together decided that we should write a book as well. The book is titled “A Guide to Studying Abroad.” Both the blog …

Engaging High School Students Towards A Career In Cybersecurity, Caroline Rose Ster

Journalism

The following study acknowledges the numerous jobs available in cybersecurity and searches for ways to use public relations efforts to engage high school students towards a career in cybersecurity. While the field of cybersecurity is growing and the amount of jobs are increasing, there is currently not enough people pursuing a career in cybersecurity. This lack of professionals is dangerous because there are simply not enough professionals that are seeking to progress the field, and there’s not enough people to fight the increasing number of cyberattacks. The main goal for this project was to discover public relations tactics that can …

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 …

The Effects Of Organizational Philanthropic Movements And Related Public Relations Strategies, Gabriella C. Trapani

Journalism

The following is a comprehensive public relations campaign created after extensive research on public relations efforts and corporate social responsibility. The study is mainly focused on establishing the relationship, if any, between a company’s philanthropic efforts and their profits. The study seeks to answer questions such as “Is the return on investment for philanthropic giving worth it?” and “How might this impact company morale?” With a focus on measuring the success of a philanthropic campaign created for Sereno Group Real Estate company, a small to midsize residential real estate company in the Silicon Valley, this study serves as a basis …

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, …

Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera

Journalism

The noticeable downturn in print advertising indicates a need for change in the news industry business model. College media is not immune to this decline and need for change. A change in business model calls for transitioning to an alternative system that does not primarily rely on print products and advertising — a digitally focused business model. Many college media organizations around the United States have started to pursue this type of model, changing the way they produce and present news in the process. Taking into account the state of print focused business models in the general and collegiate news …

Using Relationship Theory To Improve Stem Outreach To Corporations: A Case Study For Starbase Los Alamitos, Mark Gibson

Journalism

The goal of this study was to improve corporate outreach efforts for an educational program called Starbase Los Alamitos. This Starbase program is part of a larger effort by the Department of Defense to improve STEM (science, technology, engineering, and mathematics) education in the United States.

This study was guided by the following research question: How can STEM programs use relationship management theory to improve corporate outreach? A review of the literature was performed and this study used relationship theory to design eight questions for a four person focus group. Control and treatment websites were identified. Participants were shown the …

Transparency In The Fast-Food Industry: Utilizing Mobile To Capture New Audiences, Mary Dundon

Journalism

No abstract provided.

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

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 …

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.

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.

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 …

Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla

Journalism

This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …

The Role Of Social Media In The Fashion Industry: How Fashion Blogging Encourages Two-Way Symmetrical Communication, Leila Durmaz

Journalism

Over the past few years, social media and digital media have drastically changed how people consume content, especially in the fashion industry. People are no longer picking up magazines as often as they have in the past. Today, content is consumed online and people are not only reading content, but they are offering their feedback through comments and social media. Multiple types of fashion blogs managed by everyday people are giving consumers an inside look into what used to be an exclusive, fashion-experts-only industry. This study looks at fashion blogging and social media within the fashion industry and how it …

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.

Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres

Journalism

The following research is dedicated to working with the clothing brand Shreddz to analyze marketing data and create a marketing strategy. Using scholarly findings as a literature source this campaign will help develop a direction to relaunch the Shreddz brand. Analyzing the diffusion theory will determine how people process and accept new information. Different forms of marketing including branding, social media and guerilla marketing will be used in trial form to gather data to present to the clothing company. The effectiveness of each trial will be measured in order to supply Shreddz with a new strategy. All of the trials …

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

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 …

Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney

Journalism

The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …

Branding For A New Wellness Program: The Importance Of Brand Identity And Using Social Media, Jennifer Jenkins

Journalism

In today’s world, health organizations are all about losing weight and getting into shape. While this is important to maintain one’s health, it is not the only factor in a healthy lifestyle. Lou F. saw this great discrepancy in the wellness field, and decided that what was needed was an organization dedicated to mental health as well as physical health, encompassing fitness training, nutrition, and counseling for the everyday individual as well as the corporate world. With this idea in mind, Lou set out to create this type of organization. This paper addresses the importance of creating a strong brand …

The Value Of Public Relations: Measuring The Success Of Facebook, Twitter, And Youtube In Corporate Companies, Justine Gananian

Journalism

This paper is a combination of research and data from three experts who were interviewed about the value of social in a corporate company, specifically Facebook, Twitter, and YouTube. Social media’s presence has increased at an exponential pace in the past five years, and consumers are constantly looking to access new information. It has become a useful tool for both internal and external communication within a company. As research shows, “[companies] are revamping and modernizing their print publications, starting radio and video shows, using social media to foster two-way communication, using the new multimedia tools to reach new audiences, telling …