This semester long project was dedicated to creating a unique social media marketing showcase and strategy for the winter season at Biltmore Estate, in Asheville NC.  The report and presentation reflect on the history of the Biltmore, their mission, visions, and values, their website elements, audience insights and personas, seasonal insights, antique exhibition insights, tourism insights and predictions for 2025, and concludes with the unique social media marketing showcase and its strategy. This assignment was given to aid Biltmore Estate in gaining more revenue and attention during the winter season (January sixth to March twenty ninth) as this is their lowest ticket sale margin of the year. It was important during this project that, my team and I, collectively thought about what a higher income segment would be interested in participating and interacting with at the Biltmore Estate. We deemed our unique social media strategy showcase as an event named, "Timeless Elegance Gala", an inaugural antique gala. The gala will include a silent auction, decadent wines handcrafted by Biltmore Winery, a savory dinner prepared by the Bistro, and a night to never forget. 

This project was designed to give real world experience into the five phases of project management. My team and I decided to tackle a true issue within parking efficiency at our university by creating our mock application titled, APP: Appalachian Parking Pal. This application is designed to improve parking at Appalachian State University by streamlining traffic flow and enhancing accessibility. The app partners with App State Police and local towing companies for financial backing and efficient parking management. It tackles issues like overcrowded lots and student awareness through advocacy, flyers, and potential leasing agreements with local businesses. Key features include real-time parking availability tracking, payment services, and security integration. The estimated $48,000 budget covers salaries, software development, and maintenance, with financial projections indicating a positive ROI over five years. The project is expected to be completed within 4 to 6 months, allowing flexibility for development challenges. Potential risks include user adoption and community outreach, which will be addressed through user testing and strategic sponsorships. Securing a project sponsor is crucial for long-term success, ensuring profitability and community impact while enhancing campus parking efficiency.

Hawksnest is a family friendly activity center in Western North Carolina that offers ziplining and snow tubing. My team and I worked closely with the owners of this establishment to create a new strategic marketing plan that aligned with their business goals. These goals were to increase zipline sales for their season reopening in 2025 and marketing the launch for their new mountain coaster attraction. Part of formulating a marketing strategy is to gather data on the market and where the company stands in relation to competitors. There was a full social media audit that was conducted on Hawksnest across all social media platforms including their website. We also took it upon ourselves to curate and conduct two surveys that established a baseline evaluation of the market for Hawksnest and insight on potential names for the mountain coaster. After we gathered our data and had a few meetings with the owners of Hawksnest to gather their thoughts on how they wanted their business to be portrayed, we began to craft a marketing strategy that provided a competitive advantage, exposure, social media outreach, and a user-friendly interface to their business. 

This assignment focused on gaining experience in researching the market and real-world problems within the marketing world. My team and I chose to focus on the outdoor retail company Patagonia. Patagonia, founded in 1973 and headquartered in Ventura, California, is a leader in sustainable outdoor apparel. Competing with brands like The North Face and REI, Patagonia must differentiate itself in the growing eco-conscious market. Our research explored how Patagonia can effectively communicate its sustainability efforts without being perceived as "greenwashing." We conducted an anonymous survey with 47 participants, focusing on consumer perceptions of transparency, third-party certifications, and personalized messaging. Regression analysis confirmed that transparency, certifications, and tailored messaging significantly impact consumer trust and engagement. Notably, 87.4% of variance in trust was linked to familiarity with greenwashing. We were able to conclude three recommendations for Patagonia, based off our research, that will grant Patagonia success in the competitive market in addition to building trust and attracting eco-conscious consumers.