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Design and Implement a Small Business with Digital Marketing Be Happy, Se Feliz: Find Your Happiness and Learn to Put It First
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2021-05
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Final Thesis Submission
Adobe PDF, 4.01 MB
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Project Presentation
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Abstract
The purpose of this study was to identify and organize a plan to market an Airbnb
vacation rental property in the Caribbean by a single female parent in her 30’s. The study
includes research on Universal Design Uses for Marketing in Tourism or Travel, Digital
Marketing/Social Media Marketing (including for travel sites) and Small business and branding
development.
The design of the study includes a proposal, methodology for the design and the
production of digital artifacts including branding development with personal website and social
media sites. This capstone project was developed and implemented using graphic design
concepts, digital photography’s composition techniques, user experience considerations,
evaluation of select technologies and select Universal Principles of Design.
Throughout the research and design process, similar social media accounts and websites
were reviewed to identify likeability, professionalism and conclusions were drawn for why some
sites were liked or followed more than others. While viewing sites, session duration, or length of
time spent, was also taken into consideration. The successful concepts on these sites were also
taken into consideration or applied in the production of web-based marketing materials and
platforms to support marketing the rental property in the Caribbean for this capstone. Branding
was a major component of successful marketing for all sites.
In summary, leveraging many SUNY Polytechnic Information Design and Technology
course concepts from Digital Photography, User Experience, Graphic Design and Evaluating
Information Technology a new brand was formed: Be Happy, Se Feliz. Branding was designed
utilizing elements from graphic design and digital photography, from development of vision and
mission statements, audience focus, logo design, typography selection, color palette selection
and site development. Several concepts from “Universal Principles of Design” (Lidwell et al.,
2010) were reviewed and utilized in the design for projecting the users into an idealistic vacation
environment. This was the primary focus of the marketing techniques utilized. Final selection of
the tools and platforms used were conducted by utilizing techniques from Evaluating Information
Technology.