Date

6-2017

Degree Name

BS in Graphic Communication

Department

Graphic Communication Department

Advisor(s)

Gordon Rivera

Abstract

This paper analyzed traditional and current marketing and advertising strategies employed by small and local businesses. The research focused on understanding issues and struggles for small businesses in terms of marketing and advertising in order to develop and test a new strategy that was focused on a community event. The event was designed to assimilate successful aspects of current marketing plans into one that has low monetary risk, and little to no extra time investment for the business. A community was created by an art collective called Nomadic Artifacts which was the basis for a case study.

The “Arts & Music event” was held at Bliss Cafe, a small business located in San Luis Obispo, California. The case study analyzed the event from both the businesses perspective as well as the perspective of the artist and musicians. Additionally a survey was conducted to analyze the surrounding market place of Bliss Cafe. The results of the survey showed that many businesses in the area are also hosting events, attending outside events, and are moving away from traditional methods of marketing such as newspaper advertisements. The results of the case study revealed some of the struggles and successes for Bliss Cafe and the art collective group, Nomadic Artifacts.

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