Title

People of Pacific

Poster Number

14B

Lead Author Major

Business Administration- Marketing

Lead Author Status

Senior

Format

Poster Presentation

Faculty Mentor Name

Nico Barredo

Faculty Mentor Email

nbarredo@pacific.edu

Faculty Mentor Department

Enrollment Management

Additional Faculty Mentor Name

Sacha Joseph-Mathews

Additional Faculty Mentor Email

sjoseph@pacific.edu

Additional Faculty Mentor Department

Marketing

Abstract/Artist Statement

When examining the effect lifestyle experiences can have on buying behavior, we find that using narrative based communication elicits a more favorable response and encourages buying behavior. As marketers begin to look for new channels to communicate these narratives, the industry has seen a rise in bloggers as well as blog readers. This marketing plan serves to measure the importance of sustaining University of the Pacific’s lifestyle blog, People of Pacific as a valuable marketing tool for Enrollment Management. Beyond its application to University of the Pacific, this plan could also be applied to other higher education departments looking for new experiential marketing tactics. These strategies are to be effective for the 2017-2018 academic year by the Tiger Creative Team in order to increase both applicants and confirmations to University of the Pacific.

Location

DeRosa University Center, Ballroom

Start Date

29-4-2017 10:00 AM

End Date

29-4-2017 12:00 PM

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Apr 29th, 10:00 AM Apr 29th, 12:00 PM

People of Pacific

DeRosa University Center, Ballroom

When examining the effect lifestyle experiences can have on buying behavior, we find that using narrative based communication elicits a more favorable response and encourages buying behavior. As marketers begin to look for new channels to communicate these narratives, the industry has seen a rise in bloggers as well as blog readers. This marketing plan serves to measure the importance of sustaining University of the Pacific’s lifestyle blog, People of Pacific as a valuable marketing tool for Enrollment Management. Beyond its application to University of the Pacific, this plan could also be applied to other higher education departments looking for new experiential marketing tactics. These strategies are to be effective for the 2017-2018 academic year by the Tiger Creative Team in order to increase both applicants and confirmations to University of the Pacific.