Marketing – �鶹��Ƶ

Elevating Oakridge: A Tourism Marketing Initiative

Ada Inman — Mon, 28 Jul 2025 17:51:49 +0000

This project was developed to support the long-term economic vitality of Oakridge, Oregon, by increasing tourism and promoting the town’s outdoor assets. University of Oregon Marketing Strategy students conducted in-depth research and created actionable marketing strategies tailored to the community’s needs and opportunities. The goal was to generate realistic, low-cost recommendations that elevate Oakridge’s visibility, illustrate its natural and recreational offerings, and strengthen engagement with local businesses. The research phase combined both qualitative and quantitative methods, including benchmarking analyses of comparable towns, focus groups, over 50 individual interviews, and secret shopping visits to local attractions. While initial findings showed visitors view Oakridge positively, general awareness remains low. However, respondents frequently cited the town’s access to outdoor recreation, its natural beauty, and its small-town charm as key strengths.

Students conducted a large-scale survey that yielded over 500 responses and used segmentation tools to create six distinct consumer profiles that informed a set of targeted action plans designed to appeal directly to each audience through low-cost, practical marketing tactics. Beyond segment-specific strategies, three broader recommendations were proposed to enhance Oakridge’s overall marketing capabilities. These included a refreshed branding identity complete with logos, taglines, and design guidelines; an influencer marketing strategy to amplify Oakridge’s digital presence; and a community coupon book initiative intended to drive local business traffic. Together, these strategies offer a marketing roadmap that the City of Oakridge and community partner organizations can utilize to improve quality of life for Oakridge residents now and in the future.

Skill Games: Is It Worth the Gamble? A Case Study in Downtown DuBois

Ada Inman — Fri, 25 Jul 2025 20:52:34 +0000

DuBois is a small community in north central Pennsylvania. Its Mainstreet program, Downtown DuBois Inc., works to enhance and provide direct services to improve commerce and economic opportunities, promote cultural and community assets, and encourage rehabilitation and beautification of properties. With the advance of small skill games in communities like DuBois with no required oversight, a number of problems that are contrary to the Downtown DuBois mission have arisen. They range from drug activities, theft and robbery, to pay-out issues and overdoses. Downtown Dubois would like to address these emerging safety concerns by understanding the motivation for, attitudes about, and usage of skill games among local businesses, residents, and users of the machines. The students facilitated focus group discussion and distributed a survey to then apply marketing analytics to better determine possible interventions that will ensure the downtown’s safety and business-friendly climate.

Sustainable Communities Collaborative Contact Info

University Faculty Contact
Scott Muirhead
Lecturer, Business Administration Program
srm5@psu.edu

A Marketing Blueprint to Enhance Local Businesses in Oakridge

Ada Inman — Mon, 14 Jul 2025 21:09:04 +0000

Abstract
The Marketing Management class undertook detailed analyses of four businesses integral to Oakridge’s identity: Trans Cascadia Excursions, Mill Pond Station, The Campfire (Cowgirl Cook’n), and Brock’s Wood Lot. Each project examined these businesses’ unique challenges and opportunities, culminating in tailored marketing strategies and operational insights to help them thrive in their respective markets.

This report presents the findings and recommendations from a series of student-led projects to support the City of Oakridge in enhancing its local businesses and community development. The city’s primary goal was to leverage student expertise to address challenges and uncover growth opportunities for key businesses and community stakeholders. Focus on local companies in Oakridge was crucial for this project because they play a significant role in the city’s economic vitality and community identity. By developing tailored solutions supporting sustainable growth and community resilience, the proposed marketing strategies aim to identify and address the unique challenges that Oakridge’s local businesses face.

These businesses provide goods and services, attract tourists, create jobs, and foster a sense of community within Oakridge. The marketing recommendations are designed to amplify their impact by increasing visibility, attracting new customers, and enhancing their regional competitive edge. These businesses can thrive through strategic digital outreach, stronger branding, and community partnerships, contributing significantly to the city’s overall economic development and long-term resilience.

Black Women’s Resilience Project supported by Jewish Family Services: Sustainable Business Consulting Report

Ada Inman — Tue, 17 Sep 2024 15:18:49 +0000

Khea Pollard, CEO of Cafe X: as well as the creative mastermind for the Black Women’s Resilience Project has dedicated her career to supporting and advocating for communities of color in her residing city of San Diego. Cafe X serves as a hub and according to Khea: “It’s more than just coffee, it’s a movement to promote healing and communal wealth-building for communities of color inside a sacred space through activism and artivism, in a natural and respectful way, one cup at a time” (Pollard- LinkedIn). Her priority is speaking up for those who need help by any means necessary. Her current endeavor is working side by side with the Jewish Family Services of San Diego, in order to execute the Black Women’s Resilience Project. This project’s purpose is to gain enough recognition and financial funding in order to support 35 African American women with $1000 a month in supplemental income for 18 months. This project is set to launch sometime between June 19th- the end of summer 2024. With the help of San Diego State University’s Sustainable Marketing Class Consulting team, the Black Women’s Resilience Project team was hoping to gain some extra guidance through this launch. Additional help consisted of creating a Narrative Change Toolkit in order to fill the gap of social awareness regarding this project. Gaining social awareness, and allowing the public to learn more about the Black Women’s Resilience Project. The main task throughout this consultation is to create a toolkit of recommendations that the Black Women’s Resilience Project team can choose from to implement. The goal is to create public acknowledgment throughout the community, and spread the word that projects like these are available and accessible to the individuals who need them. With extensive research, our team has come up with a 4 recommendations for this team to potentially implement on their own timeline. A central hub of information regarding the Black Women’s Resilience Project is key for individuals to understand the application process, who is eligible, and other forms of assistance that may be of service to them. This narrative change toolkit will consist of: 1. A mock website to serve as a central information hub; 2. A mock flyer with QR codes in order to provide direct access to information; 3. A list of affiliated groups that may serve as a secondary source of spreading awareness of this project, such as school clubs or city programs; 4. A mock Instagram account with an example post in order to leave a footprint that will deem easy access for the younger generation.

Big B Market & Deli Retail Marketing Plan

Victor Manzanilla — Wed, 01 Nov 2023 03:39:00 +0000

During spring 2014, the Sage Project provided the students of Dr. Iana Castro’s MKTG372 Retail Marketing Methods course, at SDSU, the opportunity to create a new retail marketing plan for Big B Market & Deli. Big B is a corner store located in a small community of National City. The overall goal of the project is to improve Big B financially, while also ensuring that the store is able to provide the local community with healthy food options. Four teams of five students were formed to work on different aspects of the corner store conversion. The individual teams conducted a current retail strategy of Big B, the industry’s best practices, a competitor analysis, and recommendations based on a specific aspect of the corner store conversion. The areas of the retail marketing strategy that were addressed by the groups are Store Design, Merchandising, Strategic Alliance, and Integrated Marketing Communication (IMC). The research, ideas, and recommendations have been complied to create an in depth retail marketing plan for Big B Market & Deli.D

The Sage Project Contact Info
Kristofer Patron
Program Administrator
kpatron@sdsu.edu
(619) 594-0103

University Faculty Contact
Iana Castro
Marketing

Local Government / Community Contact

Development

Integration of Local Food Systems in National City, CA

Victor Manzanilla — Wed, 01 Nov 2023 03:39:00 +0000

In this report, we review successful sustainable agricultural practices and describe the process of developing a local food system. Furthermore, we characterize the current food system in National City and make recommendations to incorporate more sustainable methods into the already existing model. Recommendations include potential approaches to incorporating urban agriculture into National City parks, a review of approaches that can be used to sell produce in National City, and an overview of implementable composting practices. Further research and implementation of these recommendations may benefit National City and the health of its residents

The Sage Project Contact Info
Kristofer Patron
Program Administrator
kpatron@sdsu.edu
(619) 594-0103

University Faculty Contact
Iana Castro
Marketing

Local Government / Community Contact

Health and Human Services Agency

Greening Business Applications

Victor Manzanilla — Wed, 01 Nov 2023 03:37:56 +0000

Students will determine the effectiveness of the Mobius brand at raising students’ awareness of the university’s waste management efforts. The study will focus on multiple audiences: students, faculty, staff, and the public.

Read the final student report delivered to the local gov/community partner.

Sustainable Communities Collaborative Contact Info

University Faculty Contact
Karen Winterich
Marketing
Professor
kpw2@psu.edu
814-863-4483

Local Government / Community Contact