Next time someone walks along the Cliff Walk, they may see signs highlighting a fundraising campaign to raise money for the beloved trail. It was 28 marketing majors in the MGT422: Marketing Strategies capstone course who were crucial in putting together the recently launched marketing campaign for the Cliff Walk Commission.
“This campaign was put together to show that the people who walk the Cliff Walk have more of an impact than they realize to preserve the beauty and longevity of the Cliff Walk,” said Dr. Jennifer Bonoff, assistant professor in the Department of Business and Economics. “The goal was to help people know that the power is in their own hands to help something that’s so beautiful and preserve it for generations to come.”
The origin of the collaboration
The idea to have students help with the marketing plan originated in the spring through the Cliff Walk Commission’s long-standing connection with Salve Regina. The commission was seeking to promote the launch of a new fundraising effort where visitors and locals could donate using their cell phones. Building on past work by Salve Regina students, the seniors in the capstone course were tasked with creating a marketing plan for a new mobile fundraising application.
The students conducted market research using previous studies and a focus group of community members. They then crafted the campaign messaging, “Cliff Walk Together,” along with photography and graphics to support the campaign. They also generated more photographs, maps, graphics, videos and other visual aids for the commission to use in future marketing.
The launch of “Cliff Walk Together”
The “Cliff Walk Together” campaign launched in May with signs along the Cliff Walk that highlight a number to text, which leads to the online application. There is also a social media component to the campaign. So far, more than $3,000 has been raised.
The Cliff Walk Commission has been thrilled with how the students have set the organization up for success both presently and in the future, said John Hirschboeck, a member of the commission. “It’s really all thanks to Jenn and her class,” he added. “They pretty much took the initiative from day one.”
Bonoff also praised her students for their flexibility and hard work. “It was really great for them to work together on a project that was going to have an impact,” she said. “The fact that they were able to work with a real client and do something useful that’s going to help the community was really helpful, and I’m really proud of the work that they did.”
Helping the Cliff Walk Commission
Sydney LaPointe ’21, who majored in marketing with minors in business administration and sports management, researched the demographics of people who walk the Cliff Walk, helping to determine which marketing strategies would be most effective. “I learned a lot by being a part of this project,” she said. “The committee is filled with an amazing group of people that has a passion for the Cliff Walk. It was important to me to be able to help preserve it.”
For Maximillian Gliosco ’21, who majored majored in marketing, the project helped him utilize the skills he learned at Salve Regina, including using the Hootsuite social media platform, presenting marketing ideas to the commission and designing the website for the campaign.
“This project really got the gears turning for what it’s like to be on a marketing team that is actually going to make a difference in the world,” he said. “There was weight behind doing a good job here; it wasn’t just some made-up case study that you get a grade for in a class. I feel that after getting a taste of what it’s like to work in that situation, I will be better prepared for professional situations in the future.”
Kaitlyn Doherty ’21, who majored in business administration and marketing, worked on the social media presence for the campaign by establishing a Facebook page and coming up with daily postings that would both motivate current followers and intrigue page visitors to learn more.
“During my time at Salve, the Cliff Walk always meant so much to me,” she said. “Oftentimes, I found myself out there catching a beautiful sunset, taking a walk on a warm day or even just taking a moment of serenity to catch my breath after a busy day. The Cliff Walk is such a beloved part of Newport, which is why I found it so special for our class to maintain the long-term preservation of such a wonderful place.”
