Students were nominated by faculty members who believed that they had performed exceptionally well on a graded course project and that their project was an outstanding student research example. Students then created posters about their projects to share their insight. Ordinarily, posters would have also been showcased at the community-wide Regional Economic Indicators Forum (REIF) event where attendees interact with the students to learn more details about the project, outcome, and student researchers themselves.
Enjoy reading about these studies and seeing the culmination of the students' hard work. Feel free to reach out to the students if you would like to discuss their projects.
Anna Plotnik, Sam Kaliher, Dylan Ronn, Dylan Grunenwald, Evan Erickson
- Why did you choose this topic for your project/research?
Plotnik, senior, Consumer Insights Analytics major—I have always had a fascination for outdoor action sports and being presented the opportunity to research a company that specializes in the field of powersports is right in that interest area. Polaris is also a widely known Fortune 500 company that originated in Minnesota, so not only was it close to home, there was a lot of public information available. Being able to dig deeper into what makes the company so successful was beneficial to learning how a company can be sustainably successful.
Kaliher, senior, Marketing major—I am passionate about anything related to the outdoors, and this includes the powersports industry. Polaris is a very successful company that was founded in Minnesota and has been around for a long time. It was exciting to look into what has led to Polaris’s success and how it is able to sustain that success.
Ronn, senior, Finance and Financial Planning majors—We chose this topic because this company started out in Minnesota.
Grunenwald, senior, Marketing and Professional Sales majors— Polaris seemed like an interesting locally started company that has done very well in the powersports industry.
Erickson, senior, Entrepreneurship major—This topic was chosen by my group because we each have some connection to Polaris, whether it be future employment or the use of its products.
- What was the most interesting thing you learned throughout your project/research?
Plotnik—Throughout this project I was able to learn a lot about how different parts of a company all come together to create a whole. From looking from the outside in, and from the inside out, it all plays such a large role in how a company operates and is able to withstand its growth among not just competitors as well as gain value among consumers.
Kaliher—One of the most interesting things for me was going through Polaris’s strengths and weaknesses and seeing how this affects the company’s business model. I also found it interesting to be able to look at the company as a whole and see what it is doing well and what it could improve on.
Ronn—Getting your project done a couple days ahead of the due date ensures everyone can review each other’s parts.
Grunenwald—The most interesting thing that I learned was how well Polaris connects to its community. It really has a passion for customer service and has a very strong following of loyal consumers.
Erickson—I learned how to research and find important information that can be used to create a strategy for the future of the business.
- How do you see this project/research helping you in the future?
Plotnik—This project has helped me to effectively work remotely on a large project with a team, something that is becoming very common now, as well as understand what goes into an organization. Being able to look at any company that I am working for and understand a little bit about its strategic choices and background can help determine many different factors about that company’s success or failures.
Kaliher—This project has helped me learn how to work with a team on a large project with a set objective. It was done remotely, which is beneficial as this is the direction many businesses seem to be going. This project will help me in the future to be able to look at a company from a strategic standpoint.
Ronn—Teamwork makes the dream work.
Grunenwald—I think this project has given me great insight into planning business strategy and all the little details that go into running a successful company. I could see myself using the analysis skills I learned in doing this project in many aspects of marketing that I will work on in the future.
Erickson—I see this project helping me in the future through the experience I have gained analyzing Polaris and seeing where it is as a company and where it can go next. This will benefit me in the future by allowing me to be able to analyze my business’s situation and to put together a strategic plan.
- How do you see this research/project helping others?
Plotnik—This project can aid in providing a proper understanding of the strategic framework behind the success of a company and acknowledging how other areas of business come together to coordinate the strategic management of an organization. Kaliher—This project can give others insight into what Polaris is doing to sustain a competitive advantage and Polaris could look into doing to improve upon itself. This project can also be an example of how to look into a business and industry of any kind in order to make strategic decisions on how to improve.
Ronn—How to correctly cite your sources and what college papers should look like.
Grunenwald—I think this project shows valuable insight into how Polaris operates and cares for its consumers. It also can help others get an understanding of how challenging it has been for businesses during the pandemic and what those businesses have done to stay successful.
Erickson—This project can give others a perspective into the current state that Polaris is currently in as well as where Polaris can improve for the future.
Best Practices in Sustainability-Focused Brand and Marketing Strategies
Claudia Bleess, Preston Evans, Katelyn Glaser, Jordon Herzog, Matt McCann
- Why did you choose this topic for your project/research?
Bleess, junior, Marketing Graphic Design major—Before this project, I noticed that many people I knew preferred to purchase items from environmentally conscious brands, which made me interested in learning what made a sustainability-focused marketing campaign successful. I also wanted to learn how sustainable companies were able to convey their eco-friendliness through marketing and branding.
Evans, junior Management Information Systems major—We wanted to highlight successful strategies companies are using to make their companies more profitable while contributing to green initiatives. We also wanted to expose strategies used by companies to convince the public that they are environmentally sustainable, when in fact their business practices take a toll on the environment.
Glaser, junior, Accounting major—We chose this topic because of the relevance it holds in society today. As newer generations emerge, research proves that sustainable products and sustainable business processes affect how consumers shop, so we wanted to look further into how companies are adapting and choosing to promote their businesses in today’s world.
Herzog, junior, Entrepreneurship, Marketing, Professional Sales majors—We chose this topic because green marketing and sustainability is growing in today's marketing strategies, and we wanted to find out more about whether the certain strategies used were effective and honest in their nature.
McCann, junior, Accounting and Finance majors—We ultimately decided on this topic because it’s extremely important and relevant in today’s world. Sustainable practices and products are becoming more and more important to people, so we thought this would be a good topic to learn about where marketing/sustainability practices may be heading in the near future.
- What was the most interesting thing you learned throughout your project/research?
Bleess—Consumers are becoming increasingly aware of their purchasing decisions’ impact and are mindful of the companies they support. I learned that consumers are quite receptive to sustainability-focused brand and marketing strategies and want to support eco-friendly companies by purchasing green products.
Evans—I found it interesting that companies can benefit in a variety of ways from being environmentally conscious. Prior to completing this project I assumed that companies had to sacrifice profitability in order to become environmentally sustainable.
Glaser—The most interesting thing I learned throughout this project is the effects of greenwashing, which is when a company advertises that they are helping the environment when in fact they are harming it. Greenwashing can be witnessed in seven different forms. When evaluating real campaigns I have seen in my own life, I realized how easily I believe every ad I hear, and it truly sways my decision when buying products.
Herzog—I found that the use of greenwashing among large corporations was astounding with how they can play against people’s goodwill to inevitably do bad things with their market power.
McCann—It was really interesting to learn about corporate greenwashing and the negative effects that it can have on a company. If a company claims they have a green product, they better be able to back it up.
- How do you see this project/research helping you in the future?
Bleess—In the future, I hope to work for a sustainable company. This research has given me a good base knowledge of successful companies and their use of sustainability-focused marketing tactics that I will remember when developing brand strategies of my own.
Evans—Participating in this project gave me valuable insight on the future of marketing. Companies’ environmental sustainability efforts are becoming one of the most important aspects of marketing. Learning more about this aspect of business is sure to serve me well as a business professional.
Glaser—In the future, I see this project helping me in the importance of understanding a consumer base. Even though I am an Accounting major and am not planning on going directly into marketing, I believe no matter your position in a company, understanding and valuing the consumer should flow into every business decision.
Herzog—Sustainability and green marketing is the future. While focusing my main career around marketing, it is important to understand where useful strategies can be put in place and utilized effectively.
McCann—This project gave me great experience with creating a professional report with a group of team members. Overall, I think we were able to have success on this due to everyone contributing and completing their assigned role. This report could definitely be used for reference in the future when completing other larger projects.
- How do you see this research/project helping others?
Bleess—The most helpful thing to keep in mind from this research is that every sustainability-focused marketing campaign put forth by a company needs to be true and verifiable. Additionally, business owners should ensure company-wide actions support the marketing message, otherwise, customers will lose trust in the brand.
Evans—It is important that consumers can tell which companies are truthfully supporting green initiatives. Research like this helps people make educated decisions on what companies to make purchases from based on those companies staying true to their claims of being environmentally sustainable.
Glaser—I see this research helping others as a way to provide awareness to searching for sustainable products as well as to avoid believing every ad encountered. This research not only provides a framework for businesses to follow, but also consumers can also benefit by understanding the tactics companies will use so they do not fall victim to false advertising.
Herzog—It is important as a consumer to know what to look out for and be mindful of when purchasing products that are helping the environment and attempting to better the planet. Being able to speak true to their product businesses is very useful now and will be in the future as sustainability continues to become more prevalent in the business world.
McCann—I think our research could definitely help a clothing brand or other type of company that is focused around being green or sustainable. We conducted solid research and also provided positive/negative effects that will be common as well as our recommendations for best practice.
Erica Taylor, Dylan Noack, Nikki Sauter, Emily Pomela
- Why did you choose this topic for your project/research?
Taylor, senior Health Care Management major—Mental Health has always been of interest to me. Many people in my family suffer from mental health, so this topic was near and dear to my heart.
Noack, senior, Finance major—The lack of mental health beds in Minnesota and specifically in Duluth is a serious problem as it comes with consequences of patients being left untreated or transported to facilities far away in the Twin Cities or Fargo. Also, I think COVID has made mental health advocacy/awareness more important than ever because of the isolation that COVID has caused.
Sauter, senior, Health Care major—We had a list of topics to choose from, and this one sounded the most intriguing because it was a problem we were unaware of, did not know much about, and many of us advocate for ending the stigma around mental health, so this seemed like the perfect project. At the time we chose our topic, we were about eight months into the pandemic, and all thought COVID-19 could have adverse effects on mental health, so picking a topic related to mental health was important.
- What was the most interesting thing you learned throughout your project/research?
Taylor—One of the most interesting things I learned throughout this project is that Minnesota is ranked last out of all the states for having the least amount of mental health beds per population. Minnesota usually leads in healthcare, so this was a shock to hear. Minnesota has 3.5 beds per 100,000 people, while the recommendation by health policy experts is 40 to 60 mental health beds for every 100,000 people. Therefore, this project has many policy implications.
Noack—The most interesting thing I learned was that the United States is lacking as a whole in regard to mental health beds. Health experts recommend 40 to 60 mental health beds per 100,000 population. Minnesota only has 3.5 beds per 100,000.
Sauter—Honestly, I was shocked to see how low Minnesota’s public mental health beds per population were compared to the rest of the country. I had no idea we were ranked last. Nor did I realize how many different types of mental health providers there were (certified psychologist, psychiatrist, therapist to name a few) and that some of these providers that get lumped under the general term “therapist” were not all eligible to receive reimbursements from CMS.
- How do you see this project/research helping you in the future?
Taylor—This semester-long research project was one of the largest projects I've done in my college career. I’m going to graduate school, so this project will be a guide for any future research projects I have the opportunity to work on. Also, it will be interesting to see how Minnesota improves with mental health beds in the future.
Noack—Learning the processes of quality improvement and researching our own QI project will help in any health care setting in the future. Quality improvement is important because it improves health outcomes and care delivery.
Sauter—This project has already helped me out since completion! I was able to use the research and knowledge I gained and turn it into an issue brief. This project has been the longest project I have had to complete thus far at UMD, and I feel like it has really prepared me for doing QI projects in the workplace post-graduation. I think there are so many avenues for quality improvements in health care, and I am thankful I had the opportunity to do one in school.
- How do you see this research/project helping others?
Taylor—This project has policy implications for mental health beds throughout the state of Minnesota. This major shortage of beds is a serious issue coupled with the pandemic when it hit, leaving many Minnesotans without care. Minnesota legislators can use our project to help guide new laws surrounding the need of more mental health beds in Minnesota.
Noack—I see this quality improvement project helping others as there are policy implications that can be learned from it, such as Medicaid reimbursement rates for mental health. In addition, the integration of mental health in a primary care setting is proven to be beneficial.
Sauter—I think this project brings awareness to a problem many Minnesotans don’t even realize. By bringing awareness, Minnesotans can take action to talk with their local representatives for introducing or supporting legislation to increase reimbursements and funding for mental health.
Increasing Influenza Immunizations
Andrew Hollenbeck, Carlie Mies
- Why did you choose this topic for your project/research?
Hollenbeck, senior, Health Care Management major—The topic of addressing influenza during COVID-19 was provided to us via Professor Kim Dauner as our final course project. We took a spin on the details and aimed to create a feasible initiative to increase the vaccination rate for the country.
Mies, senior Health Care major—We were given a topic to research by our professor, Kim Dauner, as we were assigned to create a quality improvement project. We based ours on improving the immunization rate for influenza. The debate over influenza immunizations in the United states is very interesting, and I enjoyed researching and educating myself on the current problem with individuals not receiving the vaccination, learning about the strategies that are currently in place to increase the vaccination rate, and investigating other ideas that could be used to fix this issue within our nation.
- What was the most interesting thing you learned throughout your project/research?
Hollenbeck—It was interesting to compare the differences in laws, regulations, and licensing across the country for facilities that are able to administer vaccinations. This brought forward the challenges and intricacies of curating a plan that is feasible, sustainable, and culturally sensitive to the target audience of the United States.
Mies—Throughout my research project, the most interesting thing I learned was the amount of misleading information being spread to the public about the influenza immunization and the amount of differing opinions on the topic. It was very intriguing to dive into this topic and learn about statistics that are shocking, such as how many adults in the United States don’t get vaccinated and the differences in vaccination laws across the states.
- How do you see this project/research helping you in the future?
Hollenbeck—Researching the topic of influenza and strategizing how to increase the United States immunization rate paved a gateway to a better understanding of the current status of our health care system and how the population interacts with it. This knowledge and my newly acquired research skills and attention to cultural sensitivity will facilitate a more holistic approach to my management strategy and abilities to reach patients or individuals with health-related needs.
Mies—Going into the Health Care Management field, I think it is very important to educate myself on current public health issues, the statistics on them, the debate and controversy around each topic, and what type of plans are in place to help overcome each problem. I believe that this project will definitely help me in the future, as I acquired better research skills and planning for health issues. I worked on a project that replicated what I will be doing in my future career.
- How do you see this research/project helping others?
Hollenbeck—Through our use of research, a strategy process, and an evaluation of implementation, our readers and audience will gain a better grasp on how beneficial these vaccinations are, while we learned how we can educate those who are exempting from the vaccinations. This latter process of our project could also help others find a feasible solution through better comprehension of their problem and strategizing an implementation plan.
Mies—This research project could help many individuals, whether it be policy makers, those working in health care, advocates for the influenza vaccine, those who are unsure about receiving the vaccine, or those who are receiving misleading information about immunization. Our research can help people strategize a plan to increase the rate of immunizations as well as inform people about correct information pertaining to influenza immunizations.
Economic Impact of Biofuel Production in Canada
Haakan Thorsgard
- Why did you choose this topic for your project/research?
Thorsgard, senior, Economics major—Advanced Biofuels Canada contacted my workplace, the Bureau of Business and Economic Research (BBER), about running an impact analysis on biofuel production in Canada. The topic and international component of the project was very interesting to me, and I was thrilled to work on it when offered.
- What was the most interesting thing you learned throughout your project/research?
Thorsgard—Working on a large-scale project that involved a major industry for an entire country was very interesting. Being able to see how a single industry affected an entire country and being able to estimate the future impacts this industry would have as it grew was a very cool part of this project.
- How do you see this project/research helping you in the future?
Thorsgard—Working on this project gave me a lot of hands-on practice working with and analyzing data. It is a skill I know will be beneficial to me in the future. I was also able to improve my communication skills by having biweekly online meetings with the clients, who were thousands of miles away. Being able to work independently while also communicating with others online effectively is an important skill, and I am confident I will benefit from it in the future.
- How do you see this research/project helping others?
Thorsgard—Our research has already been able to assist those at Advanced Biofuels Canada gain a better understanding of the impacts of biofuel production on Canada and has given them a valuable document to inform others about the positive impacts of biofuel production.
Strategic Analysis of Harley Davidson
Karie Lenard, Branden Matteen, Jedd Anich, Beau Reder, Colton Bluhm
- Why did you choose this topic for your project/research?
Lenard, junior, Marketing and Professional Sales majors—The vehicle industry is something that my group members and I found very interesting, so we wanted to take the opportunity to learn more about it while analyzing a growing market. Harley Davidson has remained an industry leader for over 100 years, so it seemed a great opportunity to analyze the steps they have taken to create ongoing success.
Matteen, junior, Finance major—The vehicle industry is very large and always changing. We were interested in how Harley Davidson became successful and how they continue to be one of the industry's leading manufacturers from a strategic perspective.
Anich, senior, Finance and Finance Planning majors—Harley Davidson seemed like a great choice because of the many strategic tactics they have implemented in their business practice over the decades. In class we learned about several of the same strategies, but it was fascinating to analyze how a company like Harley Davison took a strategy on paper and personalized it to their own business model.
Reder, graduated, Finance major—I’ve always wanted to own a motorcycle since a young age and when we were presented with the opportunity to research a company, one of the examples was Harley-Davidson. I suggested we research it and we all just ran with it.
Bluhm, graduated, Management Information Systems major—I really enjoy motorcycles and I was curious to learn more about one of the most well known motorcycle brands in the world.
- What was the most interesting thing you learned throughout your project/research?
Lenard—Although Harley Davidson has been around for over 100 years, they have continued to grow their brand in terms of image, products, and consumer base. Being able to research the methods and goals that have allowed them to be present for so many years was very interesting and educational.
Matteen—I have learned that to build a company that is successful worldwide, one must not only focus on business level strategies but also corporate and international. With all three of these, Harley Davidson has been able to dominate the market for many years which is very interesting and educational to see.
Anich—The most interesting part for me was learning about how Harley Davidson has kept itself relevant in the industry for so long. There seemed to be a delicate balance between focusing on their loyal fan base and classic designs, while also taking calculated risks into global markets and testing unconventional motorcycle designs. Harley Davidson is seen as a successful figure today, but before completing this project I failed to recognize the trial and error it took this company to get where it is. It was Harley Davidson’s ability to realize its strengths while also adapting to new market trends that contributed to its success.
Reder—The vast history of Harley-Davidson is so dynamic with over 100 years of history there was so much to learn.
Bluhm—Honda has the lead with the highest unit sales in the market, but Harley-Davidson still has the highest market share of any motorcycle company at over 30% of the market.
- How do you see this project/research helping you in the future?
Lenard—Having the knowledge of what a successful company has done to create a competitive advantage is a benefit I am grateful to have gained from this project.
Matteen—Having the ability to analyze Harley Davidson will be beneficial in my future jobs. I now have the ability to analyze how a business is successful and how their strategic moves allowed them to be successful. Knowing this will allow me to help other businesses become competitive and long-lasting companies.
Anich—Our world runs on business, so understanding the strategic thinking behind businesses will be an advantage no matter what field of study I end up in. This project encapsulated a lot of the things I have learned throughout my time at LSBE, so after completing it I feel I have a greater understanding of business in general.
Bluhm—Having more in-depth knowledge of the motorcycle industry as a whole will make it interesting to see how different companies respond to rising demand for electric vehicles as well as an aging customer base (that may eventually become extinct if it is not infused with new and diverse members).
- How do you see this research/project helping others?
Lenard—Harley Davidson has industry strength and that is something that many companies could try to emulate. Looking at our research, other businesses could take away ideas on how to better their business and what it takes to become a successful company.
Matteen—This project could help other businesses look at and analyze their company from a different perspective to find out how to make their company stronger.
Anich—This project would help people gain a sense of what it takes to not only make it in a high-level business environment but continue to compete once a presence has been established. Understanding the strategic moves a company makes will allow a person to make better decisions about that company going forward.
Reder—I was honored when Professor Liang said he will be using our report as an example for future classes to use in the future. Our work will serve as an example for students to use and strive to surpass.
Bluhm—It shows how a company can be successful without necessarily focusing on cutting costs or being the most cutting-edge technologically, as long as the company finds some other way to differentiate itself from its competitors (in the case of Harley-Davidson, through its customization and culture).
McDonald's Sponsorship Plan for UMD Athletics
Jaymie Vi, Matt Abatte, Jason Fairbanks, Henry George
- Why did you choose this topic for your project/research?
Vi, senior Professional Sales and Marketing majors—With McDonalds being a widely known and established brand, our group believed that there was a lot of potential to create a sponsorship proposal between the 2021 Ice Breaker Tournament hosted by UMD and McDonalds that would create value for both parties.
Abatte, graduated, Marketing major—My group was asked to develop a mock sponsorship proposal that asked an outside source to sponsor a University event. Therefore, we were inspired by the McDonald’s located off of Twenty-first Avenue here in Duluth.
Fairbanks, senior, Marketing major—UMD doesn’t have a current sponsorship with McDonald’s. We thought that it would be beneficial for both parties if the university was able to get a sponsorship with McDonald’s.
George, senior, Finance major—For the project, each group had to choose a sponsor and create a proposal for an event connected with UMD Athletics. We chose McDonald’s as our sponsor because it is extremely appealing to college students, and we felt there were many possibilities for creating a strong sponsorship plan. We chose the Ice Breaker Tournament as our specific event because we felt it was a unique event, which would enhance the sponsor’s benefits, and it was also simple enough to create a clear sponsorship plan.
- What was the most interesting thing you learned throughout your project/research?
Vi—The most interesting thing that I learned while conducting research for this project were the different components that go into creating a sponsorship proposal and how each one of them can create value for both parties. Something simple such as sticking a logo onto a goal post can generate value by putting the brand in fans’ minds through goal replays or goalie cams in addition to how commercials on a jumbotron should be valued.
Abatte—Personally, I found it most interesting to learn and understand how a sponsorship would work as far as costs and benefits are concerned. I have never even thought about how specific advertising would be broken up such as banners, dasherboards, etc.
Fairbanks—It was interesting to see how much each promotion will sell for and how many different benefits the sponsor gets. Watching sports, I see sponsors all over the place, but it was very interesting to see how much actually goes into that sponsorship and how much work each sponsorship can be.
George—The most interesting part I learned through this project was the components of a good sponsorship proposal. As a sports fan, I am very familiar with the idea of sponsorships, but I didn’t realize how many things sponsors often get from sports teams in return for money. For example, I thought sponsors only got signage and a couple other things at a team’s stadium, but in some cases, they get signage, naming rights, commercials, logos on tickets, and many other things.
- How do you see this project/research helping you in the future?
Vi—With hopes of getting involved in the business side of eSports, this research can help me visualize how much value will be created for both sides and how I can create even more value for a potential sponsor in the future to establish a trusted and healthy business connection between companies.
Abatte—I believe that this project has allowed me to view sponsorships from the perspective of the sponsor and the sponsee. With that being said, I hope that this experience will guide me to develop advertising and marketing activities for future corporations.
Fairbanks—I want to go into sports marketing in the future, so learning how sponsorship proposals work and everything that goes into them will be beneficial to me for finding a career. It will also help me when I am asked to come up with a proposal of any type as I know what aspects I need to include even if they aren’t things I would originally think of.
George—This project will be very helpful in the future if and when I ever need to create a proposal of any kind. I now know what is included in a good proposal and how to communicate effectively so terms of the engagement are clearly specified. This could set apart the company I represent from the other competitors, which could be extremely valuable.
- How do you see this research/project helping others?
Vi—With the Ice Breaker tournament being hosted in 2021, I hope that our research can help the University of Minnesota Duluth’s athletic department pursue sponsorships with not only McDonalds, but also with large and established companies for future events with ideas that our group.
Abatte—I hope that our project will be an example of how sponsorship relationships may work within our UMD athletics department and provide guidance for how we may proceed to ask sponsors for endorsement. I also hope that other sports marketing students will be able to use our project as the bar in which they would like to surpass.
Fairbanks—There could be a possibility that UMD wants to pursue a sponsorship with McDonald’s. Hopefully our project can be used to assist it in its pursuit. We made our sponsorship proposal for the Icebreaker.
George—This project could help the UMD Athletics Department in a huge way, especially as it is preparing to host the 2021 Ice Breaker Hockey Tournament. The department could use our proposal to target McDonald’s as a potential sponsor, which could play a huge role in generating additional revenue for UMD Athletics. Athletics could also use our proposal for different events or to target different
UMD Men's Hockey: Fans Back in the Stands
Matt Abatte, Kendra Bolster, Jason Fairbanks, Cassandra Schwantz, Bailey Thelen
- Why did you choose this topic for your project/research?
Abatte, graduated, Marketing major—My group was asked to create an event to drive hype and excitement for a UMD Men’s hockey game. We decided to roll with something fun, inspired by an event I had the opportunity to experience my freshman year at a men’s hockey game.
Bolster, senior, Marketing and Graphic Design major—We chose to focus our marketing project on UMD’s men’s Division 1 hockey team because the members of our group are big fans of the team and are very knowledgeable about hockey as well. We wanted to highlight a team that has had recent success to create excitement for fans to be back in the stands (post COVID-19) and to make it fun for our group members by focusing on a sport that we all enjoy collectively.
Fairbanks, senior, Marketing major—We thought that bubble soccer would be a great way to get people interested in attending a UMD men’s hockey game.
Schwantz, senior, Marketing and Graphic Design major—We chose to showcase the UMD men’s hockey team as the focus of our project because the members of the group are big fans! We wanted to highlight a team we loved and promote its first game where fans could be back in the stands.
Thelen, senior, Professional Sales major—Our group decided to focus on UMD hockey for this project because we all loved going to the games and having a good time there. With COVID, we thought it would be interesting to identify how to get more fans to the games and more involved overall.
- What was the most interesting thing you learned throughout your project/research?
Abatte—I really enjoyed putting together ideas with my groupmates and figuring out how we could make a potential hockey game the greatest experience post-COVID. I learned how to conduct surveys and receive feedback to utilize for research.
Bolster—I found it surprising how much planning goes into marketing athletic events since sports can be so unpredictable. I really enjoyed seeing how such a wide range of skills, such as creativity, planning, teamwork, communication, and other logistics go into marketing a successful sporting event.
Fairbanks—I thought that it was really interesting to see how much behind the scenes work takes place when creating a promotional event for a sports game.
Schwantz—I loved learning about all the planning it takes to pull off a successful marketing campaign for a sporting event. A lot of creativity and logistics have to come together to make a great experience for everyone!
Thelen—The most interesting thing that I learned during this project was how much planning a single game day truly requires. There are people working behind the scenes from sun up until sun down to make these games and events possible.
- How do you see this project/research helping you in the future?
Abatte—I learned how to approach questionnaires among peers and how to address key issues that need solving (especially in the midst of a pandemic). Therefore, I learned how to manage conflict and properly guide team projects despite many obstacles.
Bolster—This project has furthered my skills in marketing and graphic design and, specifically, in sports marketing, through creating detailed graphics that are targeted at a specific target audience. My dream is to work as a marketing or graphic design professional for a sports organization at the collegiate or professional level. I’m hopeful that this project will propel me one step closer to my future career in the sports industry.
Fairbanks—I want to pursue a job in the sports marketing field, so I’m hopeful that this experience will benefit me when looking for a job.
Schwantz—This project has propelled my skills of studying sports marketing through both the lens of data research and graphic design. Having now created a thorough marketing plan for a UMD men’s hockey game, I feel more confident in my abilities as a graphic designer and marketer to work in the sports marketing field in the future.
Thelen—I think that this project enabled me to become comfortable working in a professional team environment. Earlier in school, most of my assignments and projects had been individual. In this project, we greatly benefitted from having a diverse group with a wide range of skills. For example, a couple of our team members excelled in graphic design, which greatly contributed to the overall success of the team.
- How do you see this research/project helping others?
Abatte—Our research shows a way to promote fun and creativity even during challenging times. I’m hopeful that our project can provide guidance to other sports marketers on how to express their school spirit safely and professionally.
Bolster—This research project was completed during the fall semester of 2020 (mid COVID-19), which can help athletic organizations adjust, plan, and continue to create excitement while fans have a thrilling yet safe experience during a global pandemic and other unforeseeable future events. This research will also give more creative ideas for sporting organizations to market to specific target audiences while keeping all fans’ health in consideration for future events.
Fairbanks—It could be something that UMD decides to implement in the future as a promotional event for the UMD men’s hockey team.
Schwantz—The UMD men’s hockey game we focused on was the one in which fans were allowed back in the stands after the Coronavirus. The research that went into this marketing plan can give the organizers of future sporting events ideas on how to help create the thrilling experience all sports fans look forward to, as well as ensure it is the safest experience sporting events can offer.
Thelen—I think that there is a lot that can be learned from this project. The main takeaway for me would be that you must know your target audience and be able to identify what will pique its interest.
Challenges and Opportunities of Locally Owned Restaurants in Duluth
Ben Hickey, Mitch Fox, Lindy Jones, Kelli Leuer, Jaime Simon, Chris Stingle
- Why did you choose this topic for your project/research?
Fox, junior, Entrepreneurship and Professional Sales majors—I chose this topic because I was interested in learning more about small businesses and entrepreneurship. I also wanted to learn more about how small businesses were affected by the pandemic.
Jones, junior, Human Resource Management major—As a student currently living in the Duluth area, I wanted to know about the benefits of opening a restaurant in such a populated area, and the challenges those restaurant owners face when trying to open up a business in such a saturated area. I also wanted to touch on the current issue that was plaguing restaurant owners: the coronavirus and how it has affected local restaurants.
Simon, junior, Marketing major—Our group chose this project because we wanted to gain a better understanding of how companies in Duluth, Minnesota, thrive. We also wanted to show how Covid-19 has changed businesses and what businesses can do to cope during difficult times.
Stingle, junior, Marketing major—Being that I work for a local restaurant I wanted to dive deeper into the challenges and opportunities of starting and running one, and identify both complex and simple reasons for why some fail and some prosper.
- What was the most interesting thing you learned throughout your project/research?
Fox—I learned that although many small businesses around Duluth are struggling with the pandemic, many are remaining positive and are adapting to the changing conditions and restrictions. In order for these small businesses to survive they need to take risks in order to get new and returning customers to support their business.
Jones—The most interesting thing that I learned throughout the process is the effects that the coronavirus has had on restaurants in the Duluth area. As a group we interviewed a popular local restaurant in the Duluth area and got first hand commentary about their situation. It was interesting to see their perspective on this unexpected event that greatly impacted restaurants not only in the Duluth area but also the world.
Simon—The most interesting aspect of this project was being able to interview Brad Erickson, owner of the small business Vitta Pizza in Duluth, Minnesota. Getting first hand insight from someone who has opened, owns, and manages a successful small business in Duluth really enhanced the project.
Stingle—I covered the location portion of the report and was interested to find how important parking is to the success of a restaurant.
- How do you see this project/research helping you in the future?
Fox—This gives me a better understanding of entrepreneurship first hand. When I was talking to Vitta Pizza Owner Brad Erickson, he gave me honest answers about the issues that small businesses face on a daily basis and need to overcome in order to survive. We talked about marketing, location, user persona and other things that you may face when starting a business.
Jones—There are many aspects to consider when starting a business and without thorough consideration and research your business may be unsuccessful before you even open. Competition, location, marketing, demographics, and financing were our main criterion, but I also want to add timing into the mix. I focused on the coronavirus section of our project and it helped me realize that timing is also an important factor to consider. On any future projects or business ventures I’ll make sure to look at the previously mentioned criterion and use them and other relevant information to determine if it is the right time to go forward with a project, rather than if I think it is a good or not. Simon—This project will help me to better understand marketing opportunities to focus on when working with small businesses, including having a strong business design, solid target market strategies, and focusing on your specific business’s demographics. This project will also help me in the future because it taught me about the challenges that small businesses face and the tactics that can be used to combat those challenges.
Stingle—If I ever start my own restaurant I can use this knowledge to pick the perfect restaurant location and decide whether a potential location is worth the investment or not.
- How do you see this research/project helping others?
Fox—I think that this project could help potential entrepreneurs in the Duluth area get a small glimpse of what to expect when they are in the early phase of starting a new business.
Jones—Our project can help to push others who may want to start a business to do their research before creating their business, and look at the many different factors that will impact the success or failure of their business based on the relevant information about the area.
Simon—This project could help others who are interested in the small business scene in Duluth. It offers insight into the challenges and opportunities presented to businesses including demographics and competition, customer retention, business plans and products, marketing, expenditures and finances, management, and location.
Stingle—I think any entrepreneur could use this information before starting a business to get an insight on what challenges they may face, so they can identify and overcome them earlier and easier.