College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
3-2025
Primary Advisor
Hocheol Yang, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
Personalization acknowledges each customer's uniqueness by offering tailored products that match their preferences. It creates relevant, individualized interactions that enhance the customer experience. Selkirk Sport began as a small startup specializing in pickleball paddles and accessories, founded by my family members—Jim, Mike, and Rob Barnes. Their passion for the sport quickly became my own! As Selkirk has grown, there is an opportunity to enhance personalization in its messaging to better engage recipients and drive stronger responses. For my senior project, I analyzed Selkirk’s past marketing efforts and developed a campaign that leverages consumer data and personalized Variable Data Publishing (VDP) across online experiences, SMS/email marketing, and direct mailers. This project combines creative marketing with data-driven solutions, demonstrating how VDP can enhance real-world marketing effectiveness.
URL: https://digitalcommons.calpoly.edu/grcsp/291
Presentation File
