School of Professional Studies

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

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.

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