Degree Type

Honors Capstone Project

Date of Submission

Spring 5-1-2011

Capstone Advisor

Dennis Kinsey

Honors Reader

Hyunjin Seo

Capstone Major

Public Relations

Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Sales and Merchandising


The city of Syracuse is a resource that has been untapped by SU students. Most students would consider themselves disconnected from the city, and would say that there’s not much to do downtown. Students will more likely complain about all the snow Syracuse receives, and the wind chill levels that can freeze your tears. However, when actually using the city’s resources, and engaging with downtown events, it is easy to see that life in the city does not freeze over in the winter.

In order to combat this problem, I have created a campaign proposal plan for the city of Syracuse. In order to evaluate the problem’s significance, and where the specific issues lie within the city, I have research various organizations and initiatives related to Syracuse using secondary research methods and personal interviews, researched the attitudes and opinions of students through surveys and a communications audit, and examined the student demographic through data collection databases.

Given the research’s outcome, the major goals of the campaign proposal were to increase awareness and engagement of the city of Syracuse’s resources amongst Syracuse University’s undergraduate students. The campaign outlined specific tactics to promote those goals, including the large overarching idea of launching a website called The website would be used for students to interact with the downtown resources, and would allow for much room to find out about what the city has to offer. The campaign was crafted to be cutting-edge by using social media, online resources, and specific events to support the website.

Overall, the proposed campaign created a way for students to get involved off-campus, while still finding information from their peers. It was catered to students exact interests, attitudes, opinions, and beliefs, and utilized their specific media habits. Because of it’s narrowly-tailored nature, while still using holistic methods of public outreach, the campaign would be a huge success when implemented. This new-age campaign would be a perfect way to spark a fire that both city and university officials have been attempting to start for a long time.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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