Research Components
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Includes organizational research, communication audit, social analytics (utilized social studio), google trends, and scholarly research. It also defines American High’s PR problem and illustrates the factors that affect the problem.
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All participants were college students at Syracuse University ranging from sophomores to seniors (19-22 years old). The participants included in the focus group belong to American High’s target audience of Generation Z…
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The survey was used to identify the marketing techniques American High uses that are well-received and pinpoint areas in need of growth; the survey allowed for analysis of demographic data alongside opinions on the brand in order to better understand how different types of people respond to American High.