URC 2015 Submission Form Social Media Area Zoukis .pdf

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Undergraduate Research Conference 2016
Submission Form
Please use this form to submit student entries to the Undergraduate Research
Conference. Copy and paste the student abstract followed by the faculty letter of
recommendation on page 2 below. Please save file as a Word document and title it
Name of student_Name of College. For example JuneParker_CollegeofFineArts.

Project Title: Zoukis Mediterranean Restaurant Social Media Campaign
Semester and Course of Project Completion: Fall 2015

Author/Student #1
Name: Taylor Raglin
Major: Mass Media
Email: taylor.raglin@hotmail.com
Classification: Senior
Mailing address (Street City, State, Zip Code): 1411 North Street, Apt. 237,
Nacogdoches, TX 75961
Author/Student #2
Name: Belen Casillas
Major: Mass Media
Email:
Classification: Graduated December 2015
Mailing address (Street City, State, Zip Code):
Author/Student #3
Name: Morgan McGrath
Major: Mass Media
Email :
Classification: Graduated December 2015
Mailing address (Street City, State, Zip Code):
Author/Student #4
Name: Jonathen Ruesch
Major: Mass Media
Email:
Classification: Graduated December 2015
Mailing address (Street City, State, Zip Code):
Author/Student #5
Name: Bradey Sooter
Major: Mass Media
Email:
Classification: Graduated December 2015
Mailing address (Street City, State, Zip Code):

Faculty Sponsor’s Name: Greg Patterson
Faculty Sponsor’s Home Department: Mass Communication
Faculty Sponsor’s Email Address: gpatterson@sfasu.edu

Please insert the student-authored abstract first, followed by faculty letter of
recommendation below.
Abstracts should be no more than 500 words and single spaced. Abstracts should
include general information about the project, the theory used to guide the research (or
what is the purpose of your work), the methodology used (or how do you go about
achieving your purpose), and your results.
ABSTRACT:
In order to best serve Zoukis Mediterranean Restaurant as a functional and competent
social media team, our team devised a strategy that included the use of five distinct
platforms – Facebook, Twitter, YouTube, Instagram and Zoukis’ blog – to target three
distinct personas. These personas included parents in families with children (specifically
mothers of fathers that often cook or are in charge of family outings and meals), a
typical college student at SFA, and a business professional that often engages in client
lunches and team outings.
In order to have success promoting Zoukis, we broke down our efforts into two phases –
the promotion of the restaurant’s grand opening and the establishment of successful
presences across all of our managed accounts over the course of the project.
A final report will outline the successes achieved across all platforms, as well as
addressing posts and strategies that performed less effectively in order to improve and
replicate the results. To do this, it will include a summary of the social media plan, the
profiles of our target personas, the style guide used to craft Zoukis’ posts, both good
and poor examples of the content created, interactions between client and public, and
statistics regarding the growth of each platform.

LETTER OF RECOMMENDATION:
Please accept this letter of recommendation and request for the Zoukis Mediterranean
Restaurant Social Media Campaign be accepted to the Undergraduate Research
Conference.
Students enrolled in Social Media Content Production (MCM353) worked collaboratively
promoting local businesses via social media by developing research originated targeted
messages and content. This course took their practiced personal social media skills and
combined them with their media skills including public relations, journalism, and
advertising. Giving students real-world experience while practicing media skills was one
of course goals.
The Zoukis team, which included Taylor Raglin, practiced their prior research by
creating original content that written and created for a specific persona. Over time, the
team worked to further improve messages and content. This required attention to
analytics, listening to the audience and feedback from Zoukis.
The final report summarizes their efforts and clearly shows the skill and professionalism
of the team.
This team was one recognized in a Daily Sentinel article published December 27. It is
my recommendation that this project and the students who worked so diligently to be
recognized for their work at the university level.
Sincerely,
Greg Patterson


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