I was interested in discovering how cutting edge brands differentiate themselves and create brand awareness using social media campaigns because social media is becoming the standard for most marketing campaigns. Having worked in social media marketing for a few years, I have seen that it can be difficult creating unique content that stands out against other brands. I first began by briefly looking at the history of marketing, digital marketing and social media to examine the importance of each and successes and failures that have occurred during each of these marketing eras. I next began researching social media and campaigns to dive deeper into what it takes to succeed using each platform. One major section that was critical to my discoveries was determining how a brand can gain consumer attention and foster brand awareness. To gain more information, I looked at The Apple #ShotOniPhone campaign and the Nike Dream Crazy campaign as to how innovative companies such as these can differentiate themselves using social media campaigns. I wanted to complement my secondary research so I interviewed three social media experts who have social media marketing experience. Most of what I found from them supported what I found in my secondary research. There were seven main key factors that I derived from the totality of my research. These seven factors that brands should use in order to have successfully differentiated social media campaigns that enhance brand awareness are: 1) hyper targeting toward the consumer using quality content and creating a storyline, 2) creating an uplifting emotional element within the campaign that engages both the mind and the heart, 3) being authentic and transparent in all aspects of the campaign 4) having a strong message that relates to the brand, the consumer, and is at the core of the campaign 5) having a high engagement or reaction with striking messages and eye catching visuals, 6) making the content personal to the consumer on some level in a positive emotional manner and 7) encouraging the consumer to see life through the lens of the campaign and create an inner narrative.

Shifting Horizons in Entrepreneurship, better known as SHE is a multimedia reporting project that explores the experiences and narratives of Arizona-based female business owners. This collaborative project uses multimedia reporting techniques such as writing, photography, social media and a podcast to showcase how women are making a space for themselves in entrepreneurship.

The Winner's Circle aims to provide a digital platform for sports fans and betting addicts, in hopes to help centralize various forms of social communication between family, close friends, and strangers alike. As the legalization of sports related gambling activities become more widespread throughout the United States as well as the rest of the world, our platform has to potential to connect millions of like-minded, adrenaline-seeking fans across the globe.

This project includes a marketing plan for a local small business, Island Mochi. It examines the business and best practices in the industry to inform the marketing plan. The purpose of the marketing plan is to grow Island Mochi's sales by using digital marketing and public relations strategies. The components of the marketing plan include an executive summary, environmental analysis, SWOT analysis, customer personas, PR and marketing objectives, strategies and tactics, and an outline of the implementation and evaluation procedures.

Social media has shifted the fashion industry to a new norm of fast fashion. This study examines the impact of social media marketing tactics utilized by the fashion industry, to determine the long-lasting effects on the environment. Primarily, research was conducted through a literature review to analyze the history of the fashion industry, as well as the shift to fast fashion, which encompasses microtrends, overproduction, overconsumption, and product utilization. Later, the literature review analyzes the environmental impact pertaining to each part of the product life cycle. Finally, two surveys were created and distributed to Arizona State University students in the W.P. Carey School of Business to further understand consumer behavior, opinions, and prominent purchase factors present in their decisions. The data interpretation from both surveys correlates to the research findings in the literature review, connecting the idea of low consumer value for ethical sustainability in purchasing habits, in addition to the level that student purchase habits are influenced by social media in respondents aged 18-24. This research provides the basis for needed legislation and corporate initiative, to alleviate the environment from the hazardous consequences of the fast fashion market.