Date of Award
5-2019
Degree Type
Capstone
Degree Name
Master of Science in Professional Communication (MSPC)
Department
School of Professional Studies
Chief Instructor
Richard Aroian
Keywords
MSPC, social media, target audience, web presence, outreach, neighborhoods
Abstract
Our capstone project was to help the Worcester Regional Chamber of Commerce identify how to re-frame their marketing so it would be appealing to immigrant and minority owned businesses. Based on interviews and external research, our group was able to create a tangible and resourceful data set that provided justified recommendations and ideas on how the Chamber could make adjustments to their marketing plan to attract more businesses of this particular demographic in the city of Worcester. By implementing these recommendations, we believe the Chamber has the opportunity to create a more diverse group of Chamber members, add value to a previously underserved community, and support minority and immigrant owned small businesses through Worcester’s growth in the coming years.
Recommended Citation
DiMaria, Ryan; Hull, Alexander; Lu, Xikun; Wang, Haopeng; Hou, Jiacheng; and Zhao, Danning, "Worcester Chamber of Commerce: Recruiting Minority Business Owners" (2019). School of Professional Studies. 48.
https://commons.clarku.edu/sps_masters_papers/48
Worcester
Yes
Included in
Business and Corporate Communications Commons, Family, Life Course, and Society Commons, Health Policy Commons, Human Resources Management Commons, Information Security Commons, Management Information Systems Commons, Marketing Commons, Nonprofit Administration and Management Commons, Public Administration Commons, Public Health Commons, Social Media Commons, Sociology of Culture Commons