Business Commons^™

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson

Self-Determined Majors Final Projects

Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …