College - Author 1
College of Liberal Arts
Department - Author 1
Communication Studies Department
Degree Name - Author 1
BA in Communication Studies
College - Author 2
College of Liberal Arts
Department - Author 2
Communication Studies Department
Degree - Author 2
BA in Communication Studies
College - Author 3
College of Liberal Arts
Department - Author 3
Communication Studies Department
Degree - Author 3
BA in Communication Studies
Date
3-2022
Primary Advisor
David Askay, College of Liberal Arts, Communication Studies Department
Abstract/Summary
The recruitment of attendees and promotion of Camp PolyHacks, an annual Hackathon hosted by Cal Poly, required marketing strategies which were informed by relevant communication theories applied to event marketing campaign strategies. The theories utilized included Social Marketing Theory (SMT), Uncertainty Reduction Theory (URT), Consistency Theory (CT), and elements of persuasion and visual communication. The marketing strategies used by the Camp PolyHacks 2022 Marketing and Social Media team included social media marketing in the form of Instagram posts, stories, and direct messages, and external marketing in the form of presentations, emails, booths, and posters. This paper examines the utility of these marketing strategies, how they were informed by communication theories, and why they are valuable for future applications. The evaluation of the marketing tactics used during the Camp PolyHacks recruitment period offers insight into best practices for recruiting 100 student participants to attend a community and university based event in San Luis Obispo. An appendix at the end of the paper will provide a sample of the tools and content that were used throughout the marketing process through social media and external marketing.
URL: https://digitalcommons.calpoly.edu/comssp/254